What Does Amazon's Choice Mean And Why Does It Matter To Sellers?

If you’re a seller or customer on Amazon, you must’ve seen Amazon’s Choice label. But have you ever wondered what does Amazon’s Choice mean and what’s the point of putting this label under the product title? Why are sellers so hyped up about it?

It was invented to control customers’ purchases with the increased adoption of voice technology and Alexa’s undeniable impact in the market. But nowadays, this tag has changed its meaning on Amazon, and it carries significant importance for the sellers.

In the following discussion, we’ll give you more details about Amazon’s Choice that’ll help you to make your knowledge about it more precise and clearer.

What Does Amazon’s Choice Mean?

Amazon’s Choice was first introduced to sellers and customers in 2015. It was invented to make shopping on Amazon easier through Amazon Echo. When this update wasn’t available, it was challenging to get the right product through the voice search.

So what Amazon did was labeled all voice searchable products as Amazon’s Choice so that people could find the best option in their search results. 

But today, Its badge is no longer just a simple badge that only categorizes the voice searchable products; it’s more than that.

It has become a rating badge now. If a seller has this label on their products, it means they’re selling well-priced and high-quality products that can be delivered right away.

You can see the Amazon’s Choice label in the above-left corner of the feature image of the product and search result page. You can also find the label underneath the title of the products on listing pages. 

Why Does Amazon’s Choice Matter?

The Amazon’s Choice badge for Amazon sellers carries a big meaning. When a product appears in the search list in the first place with the label, it simply represents to buyers that this specific product is the best match for this particular keyword.

That’s why products with this label have high conversation rates and receive twice as much traffic compared to similar products without the badge. 

Consequently, that specific product gains 50% more selling rates than comparable products. So Amazon’s Choice matters to sellers because it increases their sales rate through bosting traffic rates.

Differences Between Amazon’s Choice Vs. Best Seller Label

Differences Between Amazon’s Choice Vs. Best Seller Label

 Before we move on to further discussion, you need to clarify one thing. You may consider its products as the Best Seller products on Amazon. But Best Seller and Amazon’s Choice aren’t the same thing. These two labels have differences, and they’re:

How Is Amazon’s Choice Selected?

Neither a brand nor any third-party seller can apply or pay Amazon to label their product as Amazon’s Choice. However, Amazon hasn’t disclosed much information about its criteria.

Still, there are some factors that Amazon considers while awarding a product with Amazon’s Choice tag. Here are the elements that make products eligible for it:

  • The product must be eligible for prime delivery
  • Ready stock
  • Highly rated by reviews of users
  • Competitively priced
  • Popular in the category 
  • Available for shipping immediately
  • Lower return rate than compatible products

These factors aren’t somewhat important for all items. There can be better products with this badge at a lower price. But those products are out of this category due to lack of popularity, user review, and click-through rates.

According to OC&C, Amazon’s Choice products are unstable. Due to stock and delivery issues, around 4% to 5% of Amazon’s Choice products are losing badges, and new products are filling that previous slot.


When you hear the word Amazon’s Choice, the first thing that’ll come to your mind is this product is a well-considered recommendation by experts since the word sounds like a human connotation.

Though the word is a personal language, we believe that Amazon’s Choice products are purely algorithmic, not curated. Here’s why we feel like so:

  • The number of products is countless.
  • Every day the label changes for products.
  • The reason for choosing the product is Amazon’s Choice. (Some products are classified as Amazon’s Choice because those have lower return rates.)
  • The exact similar keywords have different Amazon’s Choice.

Amazon is such a big platform, and changing the label of products and adding new products as Amazon’s Choice will require more than a working day to program manually. 

And to constantly update and complete this task, Amazon will require hundreds of people only for this task. That’s why the process is managed by bots to do it quicker than a human.

How To Get Amazon’s Choice Label?

How To Get Amazon’s Choice Label?

Okay, so what you have learned so far is about what does Amazon choice’s means and why it’s necessary, and how the products are selected. 

Now, if you’re a seller on Amazon, let’s learn how you can get this label for your products.

However, you’ve already learned some factors above through how a product is selected; you need to follow them and put some extra effort into becoming Amazon’s Choice. 

  • Become A Great FBA Seller

Amazon won’t promote your products if your products are hard to buy. To become an FBA seller, you need to ensure fast and reliable shipping. And to ensure this, you must have a considerable stock of the products and maintain Amazon Prime.

If you’re familiar with Amazon Prime features, then you know that it offers many benefits to members, for example, free shipping or one or two-day shipping.

Plus, your listings with Amazon Prime service have a good chance of winning the Buy Box. Since Amazon likes products that are easy to buy and ship quickly, being a great FBA seller will take one step ahead of it.

  • Optimize Your Listing

If you’re a new seller on Amazon, then you have to understand that using only high search volume keywords won’t make any sales. That’s why before you create your listings, you need to understand Amazon SEO first.

To rank your product and become Amazon’s Choice, you need to search for the right keywords. Fortunately, there are hundreds of keyword research tools for Amazon that make research more manageable, such as Amz One, Ahrefs, Keyword Tool, and so on.

Using these tools, you’ll find tons of relevant keywords for optimizing your listings. While going through the search result of keywords, make sure to check keyword intent and search volume. To become Amazon’s Choice, you first need to make a high selling rate through the keywords you choose.

  • Boost Ratings And Reviews

If you have a better and well-optimized product listing, it’ll become easier to be Amazon’s Choice. But you may already know how excellent good reviews and ratings are for business. 

It not only helps the buyer to know more about your products but also boosts the overall SEO of the listing. The easy way to increase ratings of your products is to audit customer reviews and communicate with the buyers to identify common problems.

This way, you can maintain smooth communication with your customers and improve post-purchase satisfaction that Amazon likes.

  • Monitor Return Rates

When people buy a product online, most of them return the product if it doesn’t match the description and featured picture. And the frequent return isn’t good for sellers who want this label.

However, you can reduce the return rate by improving photos, titles, descriptions, bullet points, better storefronts, and variants. Make sure you put exactly what your product is good for and let the customer decide whether they want the item or not.


  • Is it possible to still have the badge if you raise the price?

When a person gets the badge, they increase the price to earn more money since their product is get promoted by Amazon. But as you’ve learned above that, there’re certain times when amazon removes their badge from products, so you may not still have the badge if you increase the price.

  • Does this tag make a difference to sales?

Yes, it does. Its products are more reliable to customers, and most of the time, customers don’t even go through the search results. They just pick the product that appears first with Amazon’s Choice label. That’s why we can say that this tag makes a positive difference in your selling rates.

  • Why do buyers trust Amazon’s Choice products?

The main reason is products with Amazon’s Choice label are recommended by Amazon itself; these products are highly rated, well-priced, and available to dispatch right after the purchase. That’s why buyers trust and choose the product the most.

  • How to get the Prime badge as a seller on Amazon

You need to send your products to Amazon first to get the Prime badge. The company will store your products in their warehouse. 

And when you get orders from your listing, they’ll pick the product, pack it, and send it. You’ll automatically get the Prime badge once your products are stored successfully in FBA.

  • Can products sold by third-party sellers get the Amazon’s Choice badge?

Yes, despite the brand and third-party sellers, Amazon picks the product that’s easy to purchase, popular, and ready to deliver immediately. 

  • Do brands or sellers need to pay Amazon to have their product highlighted as Amazon’s Choice?

No, Amazon doesn’t charge for highlighting products as Amazon’s Choice. Amazon does it algorithmically for customers to help them pick the best product at a fair value that can be delivered right away.


So now you know what does Amazon’s Choice mean, how these products are selected, and how a seller can get this badge on their products. Amazon’s Choice helps the customers to get the best match for their keywords easily.

But as a customer, you may have a question if all the products with this badge are high-quality. No, not all the products. Since this recommendation is made by computer, it sometimes picks less suitable products to have the badge.

That’s why you should check the reviews and descriptions of the product before purchasing to ensure quality.

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