What Does Amazon’s Choice Mean? How to Get the Badge for FBA Sellers


In the vast realm of e-commerce, Amazon stands out as one of the most influential and competitive marketplaces. To help customers make informed choices while navigating this sea of products, Amazon has introduced the "Amazon's Choice" badge. This badge holds the power to significantly boost a product's visibility and credibility.

What is Amazon's Choice?

Amazon's Choice is a distinctive badge, or label, that Amazon assigns to certain products in its vast marketplace. It serves as a seal of approval, indicating that a product is of high quality and offers good value for money. When a product earns the Amazon's Choice badge, it is more likely to appear prominently in search results and on product pages. This label is often accompanied by the statement "Amazon's Choice for [product category]."

When the company released Alexa in 2015, more customers began using the voice shopping capability to look for product recommendations on Amazon’s platform. Though, the problem was that voice search made it difficult to scan through the product lists and discover the best option.

Later that year, Choice Badge was made available to customers as a means to simplify voice search and assist them in finding what they’re looking for. It’s a much quicker and more practical method to shop, improving the user experience and increasing profitability for Amazon.

This Amazon Choice Badge can be seen in the upper left corner of the product’s feature image and is also visible just below the product’s title, on the listing page.

Amazon's Choice vs Best Seller

  • Amazon's Choice is a badge that Amazon assigns to specific products in its marketplace. It's intended to highlight products that Amazon believes are of high quality, competitively priced, and well-reviewed by customers.
  • The "Best Seller" label is given to products that are currently selling well in a specific category. It indicates that a product is one of the top-selling items in its respective category at a given point in time.
  • Amazon's Choice focuses on highlighting products that meet specific criteria for quality, pricing, and customer satisfaction. It is a curated badge provided by Amazon.
  • Best Seller is entirely based on current sales data and reflects the current popularity of a product in its category. It is not a curated or subjective label; it's purely data-driven.
  • Amazon's Choice may help customers make informed decisions by suggesting products that Amazon believes offer good value and quality.
  • Best Seller is a real-time indicator of what's currently popular and selling well on Amazon, but it doesn't necessarily imply high quality or customer satisfaction.
  • A product can have both labels simultaneously if it meets the criteria for Amazon's Choice and is also a top seller in its category.
  • While the number of best seller products is limited based on the total number of categories in Amazon’s catalog, there is no real limit to the number of products that can be Amazon’s Choice.
  • The algorithm gives Amazon’s choice badge to leading products dominating a specific keyword. The Amazon Bestseller badge is given to products with the highest purchase in a particular product category.
  • SEO heavily influences Amazon Choice Badge, while SALES influences the Bestseller badge in a product category over a period of time.

Criteria to earn the Amazon Choice Badge

The exact criteria Amazon uses to determine which products receive the Amazon's Choice badge is not publicly disclosed. However, it is widely believed that several factors influence this designation, including:

Customer Reviews

Products with a high average rating and a significant number of positive customer reviews are more likely to receive the badge.

Prime Eligibility

Products that are eligible for Amazon Prime, including those fulfilled by Amazon (FBA), tend to be favored for Amazon's Choice.

Competitive Pricing

Products with competitive prices in their category are more likely to be chosen.

Availability and Shipping

Products that are consistently in stock and can be shipped quickly are preferred.

Low Return Rates

Products with low return rates and high customer satisfaction are more likely to be designated as Amazon's Choice.

Alexa Recommendations

Amazon's virtual assistant, Alexa, may also influence product recommendations based on factors like reviews and sales data.

How to Get the Amazon's Choice Badge for FBA Sellers

Earning the Amazon's Choice badge for your FBA products requires a strategic approach. Here are some tips to help increase your chances of obtaining this prestigious badge:

Offer High-Quality Products

  • The foundation of earning Amazon's Choice is to provide excellent products that meet or exceed customer expectations. Ensure that your products are top-notch and receive positive reviews.

Competitive Pricing

  • Research your competitors and price your products competitively. Pricing that offers great value for money is likely to catch Amazon's algorithm's attention.

Prime Eligibility

  • Enroll your products in the FBA program. Amazon's Prime customers prefer products that come with the speed and convenience of Prime shipping. FBA sellers benefit from this, as their products qualify for Prime eligibility.

Maintain Stock Levels

  • Consistency is key. Keep your products in stock to avoid running out of inventory. Frequent stockouts can negatively impact your chances of obtaining the Amazon's Choice badge.

Excellent Customer Service

  • Providing exceptional customer service can minimize returns and promote customer satisfaction. Timely responses to customer inquiries and addressing any issues promptly is essential.

Optimize Product Listings

  • Create comprehensive and engaging product listings with high-quality images and detailed descriptions. This not only helps in conversions but also boosts your product's chances of being labeled as Amazon's Choice.

Monitor Your Performance

  • Keep a close eye on your product's performance, including sales, reviews, and stock levels. Regularly analyze your data to make improvements.


Obtaining the Amazon's Choice badge is a goal for many FBA sellers, as it can significantly enhance a product's visibility and sales on the Amazon platform. . While Amazon's exact criteria remain a closely guarded secret, the factors discussed in this blog can help you work toward achieving this prestigious badge. Remember that it is not a one-time endeavor; consistent quality, pricing, and service are essential to maintain the Amazon's Choice status once you've earned it. Ultimately, the Amazon's Choice badge is a testament to your dedication to delivering excellent products and services to your customers.