Understanding “Amazon’s Choice” and Why the Badge Matters


Amazon’s mission to be “Earth’s most customer-centric company” means that convenience, selection, and ease-of-use are top priorities of their platform. They want customers to have access to everything they need, as quickly and seamlessly as possible. One important way Amazon simplifies the purchasing-decision process is by making educated recommendations on popular products by way of the “Amazon’s Choice” badge.

What products does Amazon recommend?

Highly rated, low-return, well-priced, and ready to ship. These are the primary qualifiers that Amazon uses to issue its Amazon’s Choice badge to popular products.

From there, we can deduce that these products are popular in their category, are Prime eligible, often are sold by Amazon directly, and are likely to result in a positive shopping experience. It’s easy to see why Amazon would want to differentiate popular products that are consistently making a positive impact on customers: this fits right in with the company’s customer-centric goals.

Why does this matter?

There are two things we need to highlight.

One, the Amazon’s Choice badge is, in itself, a signal that your product is doing well. Setting aside the optics and positive impact this has on customers facing a sea of choices when shopping, products with an Amazon’s Choice badge are being purchased and positively reviewed with regularity. This also provides a lift in search rankings and makes for an organic edge in the battle for eyeballs.

Two, the Amazon’s Choice badge gets more critical when we start to think about the rise of voice search and the increasing popularity of Alexa-enabled products: Research firm Gartner predicts that one-third of browsing sessions will be done with voice search by 2020. From a voice strategy standpoint, for brands in particular, having an Amazon’s Choice badge on select products will become more important as voice search becomes a more critical part of your strategy.

Searches by voice don’t offer a page 2 or 3 of results. If your product isn’t at the top of Amazon’s algorithm, people will have to ask for your brand’s product by name — otherwise, you can expect Amazon to make its own preferred recommendations.

Which brings us back to the Amazon’s Choice badge.

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