As a retailer on Amazon, it is important that your products stand out from the crowd and attract attention from your target group. Amazon badges, which the online giant displays on the product images of some products, are helpful. But of course they are in great demand…
Which Amazon badges are there?
The best known are the two badges “Amazon’s Choice” and “Amazon Bestseller”. Through visual highlighting, both can help achieve more visibility on search results pages and thus improve the conversion rate of your products. Reason enough to take a closer look at Amazon’s awards. See liuxers for Amazon FBA vs. Dropshipping.
Amazon’s Choice
Where is it displayed?
The blue Amazon’s Choice badge is displayed in various places. It is included in the product images on the search results pages and directly below the star ratings on the product detail pages. The information for which keyword the product is Amazon’s Choice is also displayed there. In addition, in many categories on the search results pages there is a list of various Amazon’s Choice products for various keywords.
What does it mean?
When you mouse over, the online giant explains the badge as follows: “Amazon’s Choice recommends highly rated products with a good price-performance ratio that can be shipped immediately.”
The award was introduced in 2015 (in Germany 2017) primarily due to the increasing popularity of smart speakers, for example the Amazon Echo. The underlying algorithm determines which product Alexa will recommend in response to a voice request. But the award will also continue to be displayed in the app and on the Amazon website to make the purchase decision easier for users.
How do you get it?
How exactly the products are selected for Amazon’s Choice is not clearly known. As Amazon itself writes in the statement, the following criteria are particularly relevant:
- good reviews
- Price
- Delivery (especially Prime shipping)
Amazon Bestseller
Where is it displayed?
“Bestseller” badges, like Amazon’s Choice, are displayed on product images in search results. However, they do not refer to individual keywords, but to categories. There are also separate bestseller pages for all categories in which bestsellers are awarded.
What does it mean?
Here too, Amazon is holding back on providing precise information. The marketplace defines bestsellers as “our most popular products, based on orders.” According to Amazon, the classification is updated hourly. The so-called Amazon bestseller rank is relevant for classification as a bestseller. It is displayed in the product information of each product detail page for the main category and subcategory.
How do you get it?
In order to be recognized as a bestseller on Amazon, you need to boost your sales. In general, improving bestseller rank is easier in small subcategories than in highly competitive categories.
With this badge, your main focus should be on your sales. In order to increase this, Amazon SEO and Amazon PPC should not be missing. With optimized content (titles, bulletpoints, A+ content, etc.) and profitable advertising campaigns, you increase the visibility of your products and thus the chance of sales.
Climate Pledge Friendly
Where is it displayed?
The Climate Pledge Friendly award is relatively new on Amazon. On the search results pages, the label is given below the price and delivery conditions. The icon and the associated lettering can also be seen on the product detail page below the star ratings and a possible Amazon’s Choice badge.
In addition , a detailed explanation of the certification is displayed above the A+ content.
What does it mean?
The Climate Pledge Friendly Badge is intended to make it easier for customers to recognize sustainable products. Products must be able to demonstrate sustainability certification in order to receive the badge.
How do you get it?
Amazon has selected various certifications that qualify for the award. These include, for example, Fairtrade International, Blue Angel or FSC. If your product has one of these certifications, you can indicate this on Amazon and receive the Climate Pledge Friendly award.
Certification directly from Amazon is also possible. For this purpose, the marketplace launched the Compact by Design program. This allows products to be recognized that require less packaging thanks to a more efficient design.
Conclusion: Amazon awards with a positive side effect
The Amazon’s Choice and Bestseller awards are particularly sought after by Amazon retailers. They can help gain user trust and increase the chance of a sale. But Amazon doesn’t really have a hand in choosing products.
The goal for Amazon retailers should therefore be less to be awarded one of the badges, but rather to achieve stable and good seller performance. Through optimized product listings, satisfied customers and increasing sales, you also create the best conditions to be rewarded with one of the Amazon badges.