How to Get the Amazon’s Choice Badge (7 Tips for 2023)

Want to know how to get Amazon’s Choice badge on all your new products? Or why this is important? You’re in the right place.

With the competition in Amazon SERPs, this little badge can end up making a huge difference in your click through rates, and ultimately your sales.

Everyone wants more sales. So unless you’re one of the rare sellers who are just doing this whole Amazon thing for fun (and not trying to make money), you’ll want to keep reading.

History of Amazon’s Choice

Amazon’s Choice appeared on the platform back in 2015. This innovation was associated with the launch of the Amazon Echo Dot. Although Alexa (Echo’s voice assistant) has AI, she is still not very good at browsing and filtering search results. But Amazon found an option for how to fix this.

To further popularize voice search, Amazon came up with a feature that quickly matched keyword requests to the most relevant products. That’s how Amazon launched its Choice badge.

Today, it is widely used on both mobile and desktop devices, in addition to voice searches. It appears in search results and product listings, and relates to a specific keyword.

What Does Amazon’s Choice Mean?

If you hover over an Amazon’s Choice badge, you’ll see Amazon actually tells you what this means.

The text reads: “Amazon’s Choice highlights highly rated, well-priced products available to ship immediately.”

So this tells you a lot of what you need to know. Amazon’s Choice products are:

• Highly rated
• Priced well
• Ship quickly

The other important part about the Amazon’s Choice tag is that it’s keyword-dependent. So it’s about how well the product performs, and the customer experience offered, in relation to other products for that particular keyword.

No one knows the exact way that Amazon’s algorithm determines the Amazon’s Choice badge. But we do know that there’s not an “Amazon’s Choice” for every keyword, and it’s widely believed that it’s given to products that sell 50% more than any other products for a certain keyword.

Whatever the specifics, the general idea is clear. It’s a product that Amazon is happy to recommend to customers searching for a keyword, which is something that all third-party sellers should be interested in.

Benefits of Having the Amazon’s Choice Badge

The benefits of being the “Amazon Choice” for a keyword are clear. Let’s take a quick look.

Increased organic traffic

Competition on the Amazon marketplace is fierce – particularly when it comes to keyword searches. With all the results coming up for each search term, how do you get people to click on your product, rather than one of the dozens of others on the same page?

Having the Amazon Choice badge on your product is a great way to do it. It differentiates your product from that of other Amazon sellers, and is certain to result in higher click through rates and more traffic to your product listing page.

Increased conversion rate

“Social proof” plays a huge part in the purchasing process for ecommerce. Shoppers want proof from other people that your product is worth buying.

“Amazon’s Choice” is about as good as it gets for social proof. It’s a positive signal from Amazon itself, which will convince a lot of people who are on the fence about buying to actually go ahead and make a purchase.

More sales

With more traffic to your listing, and a higher conversion rate, you’ll get an increase in sales. And who doesn’t want that?

Better brand image

The Amazon Choice badge may also have longer-term benefits for your brand.

By being associated with your customers as “Amazon’s Choice”, people may subconsciously think of your brand as more legitimate. This may make a subtle difference in the long-run, when it comes to communicating with customers and getting them to buy from you again.

Better reviews?

It may even help you get more positive reviews and fewer negative ones. Again, consider the subtle psychological impact of Amazon vouching for you. This means customers have less doubt when the product arrives, so when it comes to the time to leave a review, they may be slightly more lenient.

Amazon’s Choice vs Amazon’s Best Seller Badge

The Amazon Choice badge is not the only player in town. You’ll also notice the “Best Seller” badge in search results and product listings. So what’s the difference?

One difference is that the Best Seller badge is dependent on product category, rather than keywords.

You’ll see when you hover over it, or view the Best Seller badge on a product listing – it tells you the product category that this product is a “best seller” in.

There’s more than goes into Amazon Choice vs Best Seller. While Amazon’s Choice is basically the best match for a target keyword, the Amazon Best Seller badge just means this product makes a lot of sales, relative to its category.

Both the Amazon Choice and Best Seller badge are likely to have significant benefits for traffic, sales and social proof. Amazon’s Choice is likely a little more beneficial, though the Best Seller badge is a very nice second prize.

How To Earn Amazon’s Choice

So how can an Amazon seller get this nice and shiny “Amazon’s Choice” badge?

As mentioned earlier, the specifics of how it’s awarded are unclear. We know what it says in the hover text, as well as that it’s for a specific keyword. The rest we don’t know for sure – it’s not as easy to figure out as the Best Seller badge.

We can get some idea, however. Take that line – “highly rated, well-priced products available to ship immediately” – into account. And also consider what kind of products Amazon would want to lend their name to.

Using that, here are some tips to maximize your chance of winning this badge.

1. Use Amazon FBA

Immediate shipping is one of the things that Amazon tells us about the Amazon choice badge. The best way to ensure you meet this standard is to have Amazon handle shipping and fulfillment for you.

With Amazon FBA, Amazon knows they can offer fast and reliable shipping to their customers. They’re much more likely to recommend a product like this, than one where they need to trust the seller to provide shipping.

At the very least, provide trusted, Prime-Eligible shipping.

2. Provide a Great Customer Experience

Amazon doesn’t want to recommend a product if it’s going to result in an unhappy customer.

Excellent customer service and a great customer experience is vital for winning the Amazon’s choice badge. Do all you can to maximize this, starting with the account health metrics in your Seller Central account.

The better you make customers feel, the more likely Amazon is to push them to buy your products.

3. Maintain Competitive Pricing

Amazon also says that pricing is an important factor. So if you want to earn the badge, make sure your pricing is at least in line with the competition, if not the best.

4. Stay in Stock

Customers can’t receive a product immediately if it’s not in stock. So, this is a simple one – maintain your inventory levels and do all you can to avoid going out of stock.

5. Get More Feedback

While you may be a great FBA seller, Amazon doesn’t necessarily know that. How can you ensure they do know? By getting customer feedback.

Every prominent seller on Amazon understands the importance of product reviews. Along with acting as social proof, they signal to Amazon that people like your product.

In addition, seller feedback shows that you’re offering a great customer experience, and that it’s in Amazon’s best interest to recommend your product to shoppers.

Try and increase your product’s review count and review rating. First, make sure everything about your customer experience is as good as possible, and that your listing is clear and does not invite misunderstandings.

Then reach out to your customers and encourage as many as possible to leave reviews.

Amazon feedback services do a good job with this. These tools allow you to automate product review and feedback requests and achieve quick results. At the same time, your reviews will be verified and Amazon-compliant.

6. Optimize Your Amazon SEO

Since Amazon’s Choice is keyword-driven, SEO optimization plays a big part in whether or not you get the badge.

Pay particular attention to keyword research, to find as many high search volume keywords as possible.

You’ll also want to ensure you’re targeting relevant keywords – consider the search intent, and make sure your product fits what people are looking for.

Once you’ve got your keywords, ensure your listing shows off the most important keywords in the most important real estate, such as your product title, bullet points and “about” section.

7. Sell High Quality Products

Finally, this is probably the simplest piece of advice, but the hardest to fix if you get it wrong.

Simply sell a quality product. Good products naturally get more sales, get more positive reviews, get positive customer feedback, and make Amazon look good.

You can do optimize for thousands of relevant keywords, write amazing copy, and market the hell out of your product, but if it stinks, you’re in an uphill battle.

Before you launch, put some work in to ensure your products are worthy of being Amazon’s Choice. This will make the process a lot easier.

Summing Up – Amazon’s Choice and the Amazon Best Seller Badge

Every seller wants an edge, a little thing to get ahead.

When it comes to pixels, the Amazon’s Choice and Best Seller badges are little. But their impact is far from it.

If you get these labels on your product, you’ll notice straight away from the boost in sales. You’ll have more people clicking through to your Amazon listings, more conversions, and more money in the bank.

Everyone wants that. Follow the tips above to increase your chances of getting the Amazon’s Choice badge. And the best part is, these things will also help you sell more, increasing the chance of earning the Best Seller label.

Whichever one you get, you’ll be thankful.