What Is Amazon’s Choice?

Are you curious to know what is Amazon’s Choice? We got you!

When shopping online, especially on big marketplaces like Amazon, it might be hard to find the item you are looking for in terms of quality, sturdiness, and long-lasting.

Thankfully, some places help you to decide on which product might be better than the other by labeling certain items.

One of the labels you might see on Amazon is the Amazon’s Choice label. We will talk about what is Amazon’s Choice and explore it further.


What Is Amazon’s Choice?

Amazon Choice is a label you get on the Amazon platform after fulfilling some requirements, such as being the best match for a specific keyword and making 50% of the sales in that keyword that you are listed under.

This label is not something that every product can get; for example, if there is no product that has the majority of the sales under a keyword, no one gets that label.

This lets customers know that most people looking for the same item purchased that item from that seller.

This label first came out in 2015 for Amazon Echo Dot to make it easier for people to find the products they are looking for with Amazon Echo, but then later, they introduced it website-wide, making it easier for everyone to find quality items.

Here are a few different sizes of TVs that are popular on Amazon, including a 60-inch TV, 90-inch TV, and 100-inch TV.

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How Do You Get Amazon’s Choice?

If you are a seller on Amazon or thinking about it, you might wonder how to get this badge is it might boost your sales exponentially.

However, this might not always be the case because Amazon’s Choice is already given to the best-selling items under a keyword.

So, unlike the “best sellers” tag, this tag is only given to those who can target a specific keyword and make most of the sales with that keyword.

If you do SEO well and make sales, you will get an Amazon’s Choice badge under your target keyword.

Hear it From Reddit Users:

Does anyone know what makes an item “Amazon’s Choice”?
by u/he_could_get_it in amazon

Amazon’s Choice Benefits

Once a product of yours gets this tag, the product will eventually rank higher on that keyword that you are Amazon’s Choice with.

This also shows the customer that the product is actually good, and many people choose to buy that product over other products.

It adds trust and ranks higher where SEO can’t help with a paid ad but without paying anything and earning money on top of it.

The plus side to this tag is that one product can become Amazon’s Choice in an unlimited amount of keywords if you sell well, so you have a lot of options to become Amazon’s Choice.

How To Get Amazon Choice Badge?

After seeing the benefits of the Amazon Choice Badge, you must be wondering how to get this badge. Here’s how you can try to obtain this badge:

Run Keyword Research

To increase your chances of getting the Amazon Choice badge, you should do keyword research and add tailor your Amazon listings accordingly.

You should optimize the images and text of your products with popular & relevant keywords.

If you target long-tail keywords, then your listings will more likely be able to rank and convert customers.

Competitive Pricing

Customers put a lot of trust in Amazon’s choice of products and so it is important to set competitive pricing and to pass the criteria.

You can use a digital shelf tool to monitor the pricing levels on Amazon and to maintain a competitive price for your products.

Optimize Your Listings

One of the most important factors for obtaining the Amazon Choice badge is by listing conversions. Conversions can be made by Optimizing your listings on amazon.

So make sure to add images, all the relevant details, videos if necessary, provide answers to customer queries, highlight key features, etc., for optimizing your listings.

Optimizing Advertising Campaigns

Amazon considers both your listing and ad campaigns for giving you the Amazon choice badge. Make sure you have an effective ad strategy, as poor-performing ads can cross you out.

So make sure to address poor-performing ads and incorporate your keyword research.


FBA stands for Fullfilment by Amazon. Consider using this to increase the chances of your product’s visibility and to increase conversions.

You can also gain access to superfast Prime shipping, in-house customer service, etc., which can directly increase customer satisfaction and sales and help you in obtaining the badge.

Improve the Ratings and Reviews

Even when you work on everything listed above, you will not be able to get the Amazon Choice badge if you do not have positive reviews.

Use Amazon’s ‘Request a Review’ button, and put it on your social media or on your packages to increase feedback on your products.

Bonus Tips To Obtain Amazon Choice Tag

Getting the Amazon choice tag is definitely tricky but there are some more ways in which you can obtain this tag:

Opt For Amazon Advertising

There are many advertising options that Amazon offers which you can use to promote your listings.

Sponsored product ads appear prominently on the Amazon search bar results, product, and category pages.

Their brand ads can also help you highlight your logo and products, which can help your listings to stand out.

Amazon Brand Registry

To improve your visibility, you can opt for extra tools such as Amazon Analytics or Amazon Storefronts that can help your listings stand out and in improving your presence.

Amazon Best Seller Vs. Amazon Choice

On the contrary, Amazon bestseller tag is given to products that sell the most in an hour in a given category.

So Amazon chooses products based on long-term sales, product quality, and SEO. In contrast, Amazon best seller is awarded on the basis of trending sales volumes.

Do not confuse Amazon best seller tag with Amazon choice. Although both tags are given to only popular and best-selling products, the awarding criteria for both are different.

The Amazon Choice badge is given to products that match a particular keyword the best.

The Verdict

To conclude, Amazon’s Choice helps people to find the right item under a specific keyword and makes sure that they are going for an item that at least 50% of the people who visited the same keyword purchased.

This helps both customers to make the right decisions and sellers to make more profits.

However, it is worth noting that if you are Amazon’s Choice under one keyword, this doesn’t mean it’ll be the same in every keyword.

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What is the basic Amazon Choice eligibility criteria?

To fulfill the basic eligibility for Amazon choice, your products must be:

  • Be in-stock
  • Prime eligible
  • Have a low return rate
  • Available to ship immediately
  • Highly rated

Can I lose the Amazon Choice badge?

Amazon Choice badge is not a permanent title, and almost 4-5% of products lose their tag every day because of delivery or stock issues.

Is Amazon Choice trust worthy?

Yes, Amazon’s choice is trust worthy because Amazon gives this tag to only products that it trusts. Products that are of great quality, well-priced, and highly rated.

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