One feature that has increasingly caught consumers’ attention is the Amazon’s Choice badge. This simple label, displayed on product images and listings, is a mark of quality that Amazon only gives to excellent products.
Yes, Amazon’s Choice is still available on Amazon. It’s a label given to products that are considered the best match for a specific keyword. Amazon’s Choice is available on smartphones, computers, and for Echo purchases.
The company has not revealed the criteria behind the badge. Yet. But in this article, you’ll learn all we know about it.
How it Works
Amazon’s Choice is based on SEO, while Amazon Best Seller is based on sales. Amazon considers factors like ratings, price, popularity, availability, and delivery speed when selecting products. Products with the Amazon’s Choice badge can receive more traffic and have higher conversion rates.
Why it Works
At its core, the Amazon’s Choice badge is designed to help shoppers identify products that may be a “perfect match” for specific search queries. The badge, displayed either on the top-left corner of product images or just below product titles, shows that Amazon’s algorithm considers the item a well-rounded option based on criteria not available to the public.
How Amazon Choice Came to Be
The Amazon’s Choice badge (and its usefulness) started with Alexa. In 2015, Amazon introduced voice searches through its new device. As consumers began to use this new feature, it was necessary to provide a quick method of offering them quality products through Alexa.
Amazon’s Choice was the answer. A digital endorsement that reduced shoppers’ time and effort when comparing similar items. That’s why the badge is not merely a visual decoration. It is an assurance Amazon gives customers that the product they’ll buy meets a specific set of standards.
Take a look at the badge:
Amazon’s “Overall Pick” Choice Badge for products that are:
- Rated 4+ stars
- Purchased often
- Returned infrequently
But how do you fit into Amazon’s unpublic standards?
Amazon’s “Overall Pick” Choice Badge, also known as the Amazon Choice Badge, highlights products that are reliable and frequently purchased. See how it stands out on product detail pages below.
To further build trust, the “Top Brand” section highlights important product metrics, as shown below.
How to Get the Amazon Choice Badge
- Make sure your business is eligible for Amazon Prime.
- Use relevant keywords for your audience.
- Get positive reviews and testimonials.
- Optimize your product listing page.
- Offer competitive prices.
- Maintain adequate stock levels.
Amazon’s Standards
There’s no official way to get it. However, it is easy for sellers and insiders to see what actually moves Amazon’s needle. And it is not so different from what you have to do if you want to achieve any type of success on the platform. They are the fundamentals.
High Relevance to a Search Term
To have the Amazon’s Choice Badge, most of the time, you’ll have to make sure your title, bullet points, and descriptions naturally include high-ranking keywords.
This way, when a shopper searches for a term—for example, “ergonomic couch”—then, as your listing contains that keyword, you’ll have more chances to position on top of search results. It’s the basics of keyword targeting.
Prime Eligibility and Fast Shipping
Amazon loves speed, and your chances increase if you are signed up to FBA (Fulfillment by Amazon). As you probably already know, Amazon FBA is a paid service that the company offers to sellers. For a fee, they take care of your packaging and delivery.
It has many advantages, and it’s clear that signing up for the program is important to getting the Amazon’s Choice Badge. That way, the company makes sure that it can deliver the product on time, which is one of the most important selling points a shopper may consider when looking at a product with a badge.
Strong Reviews & Low Return Rates
This is a big one. To be eligible for the Amazon’s Choice Badge, your product needs a rating of four stars or higher. If it seems like a big number, it’s because it is. Having four stars means that at least 70% of your product reviews are positive.
This is a challenge for most sellers, as reviews have a strong relation to every other aspect of your offer—not only your listing but your product in general, how you sell it, and what kind of experience it offers to your customers.
And the Amazon’s Choice Badge is for the best of the best. Reviews and reducing return rates are a big subject, which you can read more about here.
Competitive Pricing
No, you don’t have to be the cheapest, but if you’re way more expensive than similar products, Amazon will choose someone else. Of course, you can’t have a competitive price if it doesn’t earn you any profits… so look deep into your costs of production to cut loose some unnecessary spending.
Keep up with the latest Amazon and Walmart news updates and subscribe to our BellaVix newsletter 👇👇👇
Does Having the Amazon’s Choice Badge Boost Sales?
It’s not a safe bet. However, having it greatly increases your chances of converting. Shoppers don’t want to spend much time searching through the marketplace. There are too many options to choose from, and most of the time, they go with what Amazon’s algorithm shows them at the top of the first search page.
If your product is up there… and it has an Amazon’s Choice Badge, well, it’s definitely great news for you.
But remember, this is not a business strategy on its own. Maybe you shouldn’t aim to get the badge by doing whatever it takes, as its requirements are fuzzy, to say the least, and it can be removed.
Yes, it can be removed. It’s very likely it’ll happen, too. It only takes one small mistake on your pricing, your product page, or any of the other factors that influence Amazon’s standards for the badge to be removed from your product. So be careful.
Frequently Asked Questions
What is Amazon’s Choice?
Amazon’s Choice makes it easy to discover products that other customers frequently choose for similar shopping needs. Products highlighted as Amazon’s Choice are highly rated, well-priced, and available to ship immediately. They are also, on average, delivered faster and returned less frequently than alternative products. Amazon’s Choice highlights products we think customers may like, and customers can always shop from the vast selection of products available in our store.
What does Amazon consider when highlighting a product as Amazon’s Choice? Learn more about Amazon’s criteria here
Amazon’s Choice considers what customers tell us matters most to them, including ratings, price, popularity, product availability, and fast delivery. As customer preferences and feedback change, so do the products we highlight.
Can products sold by third-party sellers be highlighted as Amazon’s Choice?
Yes, products sold by third-party sellers can be highlighted as Amazon’s Choice.
Can brands or selling partners pay to have their products highlighted as Amazon’s Choice?
No, brands and selling partners cannot pay to have their products highlighted as Amazon’s Choice, or apply to have their products considered for Amazon’s Choice.
Conclusion
The Amazon’s Choice badge is undeniably a curious tool for sellers—it draws shoppers in, boosts trust, and can significantly improve conversions. But let’s face it: Chasing the badge is tempting, but the reality is that it’s a moving target. Amazon’s algorithm is complex and changes all the time, and what earns the badge today may not work tomorrow.