How to Get an Amazon’s Choice Badge for Your Products

Clark Kleinman

April 5, 2021

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.

What is Amazon's Choice Badge?

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:

amazons choice badge

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.

How products qualify for Amazon’s Choice Badge

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:

Fast shipping

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.

Customer reviews and ratings

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.

Low-return rate

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.

5 steps to optimize your products for Amazon’s Choice Badge

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:

1. Get your Amazon business prime-eligible

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.

2. Focus on the most relevant keywords to your audience

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.

3. Generate excellent customer ratings and testimonials

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.

amazon choice badge

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.

4. Optimize your product listing page as much as you can

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.

5. Offer competitive pricing

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.

Wrapping things up

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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Global Ecommerce: Weekly News (6th September 2022)
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Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)

Global Ecommerce: Weekly News (30th August 2022)
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Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)

Global Ecommerce: Weekly News (23rd August 2022)
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Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)