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What Does Amazon’s Choice Mean?

Amazon’s Choice is a designation that Amazon gives to products that they believe are the best of the best. The criteria for being an Amazon’s Choice product are not public, but it seems that they take into account factors such as reviews, price, and availability. Amazon’s Choice products tend to be popular items that are […]
Written By Morgan Arnholt
Published on June 22, 2022   |4 minute read

Amazon’s Choice is a designation that Amazon gives to products that they believe are the best of the best. The criteria for being an Amazon’s Choice product are not public, but it seems that they take into account factors such as reviews, price, and availability. Amazon’s Choice products tend to be popular items that are well-reviewed and competitively priced. Once a product is listed with the Amazon Choice badge it can be seen on the product in search and on the detail page.

Amazon Choice Badge Placement

What is Amazon’s Choice Badge?

Amazon’s Choice is a badge of approval that is given to products that meet certain criteria set by the company. This can include criteria such as being highly rated by customers, being top sellers, or having a low return rate. The badge helps shoppers quickly identify products that are likely to be of high quality and good value. Amazon does not release the specific criteria that products must meet in order to receive the Choice badge. However, it is generally understood that the badge is given to products that offer a good combination of price, quality, and customer satisfaction.

The Amazon’s Choice badge can be seen as a stamp of approval from the company and is trusted by many shoppers. It can be helpful in making purchasing decisions, especially if you are unsure about a product. However, it is important to remember that the badge is not always an indicator of the best product available. It is simply a tool to help you narrow down your options. Ultimately, you should read reviews and make your own decision about which product is right for you.

In Envision Horizon’s recent survey of Gen Z Shoppers, participants were asked about their sentiments towards the Amazon Choice badge. They were asked “Do you prefer to buy items from Amazon that have an “Amazon’s Choice” badge?”. 48% of participants responded yes, 52% of participants responded no, and 0% of participants responded that they did not know what the Amazon’s choice badge is.

Amazon Choice Pie Chart

The Difference Between Amazon’s Choice and Best Seller

Amazon’s Choice and Amazon Best Seller badges are two separate categories. If a product listing on Amazon has the Best Seller badge, that is indicating that the product itself has sold the most in its category of similar or competing products. Alternatively, Amazon’s Choice badge seems more focused on positive reviews, competitive price, and quality of the product. Ranking for both of these badges would be ideal for a seller and would be great to increase visibility, click-through rate, and conversions leading to higher sales.

Eligibility for Amazon’s Choice Badge

To set your product up for success and an opportunity at being awarded the Amazon’s Choice badge, there are a few eligibility criteria you should meet. ​​To be eligible for the badge, a product should have a rating of 4 stars or higher, with at least 70% of reviewers giving it a positive rating. In addition, the product must be competitively priced and offer fast delivery (Prime delivery is recommended). Products that meet these criteria are then evaluated based on customer engagement metrics, such as how often customers add the item to their cart or how often they click on the product listing. Products that perform well across all of these criteria are then awarded the Amazon’s Choice badge.

Examples of Products with Amazon’s Choice Badge 

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