It says volumes about the challenges facing brick-and-mortar stores that the “single biggest initiative” out of Kohl’s this year, according to the national retailer’s chief executive, is that it will now accept and process unwanted orders from Amazon.

Kohl’s said on Monday that it was now accepting Amazon returns at its more than 1,100 stores after running a pilot program in 100 locations. The retailer, which will pack, label and ship the returns for free, expects the program to benefit millions of shoppers along with bringing more people into their stores, Michelle Gass, the company’s chief executive, said in a statement.

The retailer, based in Menomonee Falls, Wis., tested the program, which has been closely watched by the industry and has elevated Ms. Gass’s profile, for about 18 months. It timed its national rollout to the back-to-school shopping season.

“It’s an interesting marriage because what Kohl’s needs is store traffic, and what Amazon needs is to make customers happier with a place to return their items,” said Oliver Chen, a retail analyst at Cowen. “The dream is that it’s a fair but attractive split where that shopper will come in and purchase other items.”