Amazon is here to stay: 44% of all product searches come from the platform, which represents almost half the ecommerce market.
As Amazon continues to grow exponentially, however, you can also expect the competition to grow. Business owners will experience more pressure to stand out from the crowd to catch their attention.
One of the best ways to differentiate yourself in a growing competitive landscape is to get your products qualified for Amazon’s Choice Badge. This badge helps build social proof, gain the customer’s trust, and stand out in keyword searches, which all help prospects choose your business over other Amazon sellers.
Amazon’s choice badge is the label the ecommerce platform assigns to a product when it believes it to be the perfect match for a specific keyword. You can see it either on the top-left corner of the item’s images or just below the product title. Here’s an example from Quora of how it looks:
When Amazon launched their Echo Dot product back in 2015, more and more customers started using the voice shopping feature to search for product recommendations on their platform. The issue, however, was that voice search made it challenging to browse through the listings and find the best product.
Choice Badge was released later that year as a way to simplify voice search and help customers find what they’re looking for. It’s a much faster and more convenient way of shopping, strengthening the user experience while helping create profit for Amazon.
Aside from improving the customer experience, the Choice Badge also helps stores selling on the platform win more sales. It provides businesses with social proof for their products and gives customers instant trust.
Keep in mind that the Choice Badge is much different than the Amazon Best Seller Badge. Instead of focusing only on best selling-products for a particular category, it’s mainly related to a specific keyword on the Amazon search page.
Just like Coca-Cola's secret formula, no one knows everything required for products to qualify on Amazon with the Choice Badge. While most of their information is private, there are a couple of factors known to influence their algorithm:
The modern customer values fast shipping: for example, over 41% of customers are ready to pay more to get same-day delivery on their orders.
It’s one of the reasons behind the success of Amazon Prime, which guarantees free same-day delivery. Since fast shipping improves the customer experience, it’s one of the metrics that Amazon will consider to decide whether or not your product will get its Choice Badge.
Another critical factor that Amazon will take into account is the quality of your customer reviews and ratings.
The more good things customers have to say about your product, the more it looks good in the eyes of the Amazon algorithm. It helps Amazon ensure that they’re promoting the highest-quality and most relevant products to their customers’ search.
If customers are frequently returning back your products, it’s a major red flag. In order to qualify for Amazon’s Choice Badge, your product on the platform must have a low-return rate.
Getting the Amazon’s Choice Badge may seem like a confusing, complicated process. That said, there are many things that you can do on your side to acquire it. Here are the steps you can take to maximize your chances of qualifying for Amazon’s Choice Badge:
There’s a direct relation between being eligible for Amazon Prime and qualifying for the Choice Badge. Since fast shipping is a requirement for the badge, it should be the first thing you set up on Amazon.
If you’re already selling on FBA, you automatically have eligibility for Amazon Prime. You can instantly take advantage of the fast shipping and same-day delivery services.
Next, to acquire the Amazon Choice Badge, you’ll need to step up your keyword research. The key is to find the most relevant search query to your audience on Amazon that will be easy for you to rank.
A good tip is to go for long-tail keywords that focus on a problem that your product can solve and has the most potential to convert. The keyword’s search volume shouldn't be too high since ranking will be too difficult.
There are also many things you should avoid as you try to improve your keyword strategy. For example, keyword stuffing is unproductive and will get you banned from Amazon.
Remember, you don’t have to manually do all of the keyword research yourself. There are various tools and partnerships that can help you improve your Amazon keyword strategy. Pattern offers all of our partners these services using our internal tools like Destiny.
Targeting the right search terms is only the first step. To reach the most customers as possible and qualify for Amazon’s Choice Badge, you also need to get the best customer reviews and ratings out there.
Amazon wants the best for its customers. If you have too many negative reviews, Amazon doesn’t want to risk its reputation and promote to its audience.
Your customer ratings need to hover around in the four-star and five-star categories. If any negative reviews popup, you should follow up with the customer to understand the issue or use their feedback to improve the product.
By focusing on improving your customer reviews, you’re increasing the chances of Amazon’s algorithm to provide your product with ist Choice Badge as proof of its quality.
To maximize your results on Amazon, you want to make sure to optimize your listing page by making it as accurate and relevant to the customer’s search. It’s going to help you boost your conversion rate and get noticed by Amazon.
For example, your product description must be as clear and straightforward as possible. Optimization must also include detailed information on all your product’s material as well, so that the customer gets no nasty surprises and you lower the return rate.
Including high-quality product images as part of your listing page will also be essential. Amazon allows you to include up to nine photos in your listing to give the customer a complete view of your item.
One of Amazon’s recommendations is that you need well-priced products in order to qualify for the Choice Badge. Each different product you sell must come with competitive pricing to get favors from Amazon’s platform. You don’t have to go below your MAP pricing, but if you are 10x more expensive than your competitors, you probably won’t be chosen for the Choice Bage.
Getting your product qualified for Amazon’s Choice Badge feature should be one of every ecommerce brand’s goals. It provides you with the social proof you need to gain customer’s trust, which in return helps you grow and drive more sales.
While receiving Amazon’s Choice isn’t an exact science, qualifying for it comes down to taking the right actions. These include getting the best customer ratings, improving your listing page, offering competitive pricing, and more. Soon enough, Amazon just might reward you with the badge and strengthen your brand reputation.
Contact Pattern today if you want to learn more about how you can optimize your strategy on Amazon.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.