As an Amazon Seller, you’d want your products to stand out from the rest. It also wouldn’t hurt to at least have an icon that indicates your products are the most sought after in the Amazon arena—you know, just for the sake of it.
A few years ago, Amazon came up with the idea of rewarding sellers with a #1 Best Seller badge; an orange ribbon-like icon that appears on the upper-left corner of a product detail page. This badge serves as a hallmark for shoppers; it indicates which products have a higher ranking in terms of sales so that they can make a well-informed choice.
Under what criteria Amazon “hands over” this badge? Amazon’s focus seems to be on making major brands more available to customers. This is bad news for smaller sellers out there. One concern regarding smaller brands would of course be their reputation.
Amazon puts the customer first, and would not want to recommend products that customers may have a less than stellar experience with. This would damage Amazon’s reputation, and so they are understandably careful with the names that they put their own name behind.
There isn’t an established guideline that delves into the best practices to win badges effectively: Amazon keeps this secret to itself. However, we have some useful data that will help you learn more about how having a badge can help your Amazon product listing.
Types of Badges and How to Get Them
Skilled sellers, who’ve gained knowledge through hours and hours of trial and error, have earned their place in the summit of Amazon’s favorites by not only stepping up their marketing and customer service efforts but by refining the art of choosing the right keywords, and some of them have even shared their journey with new sellers.
Amazon’s Choice Badge
This badge was launched in 2015, right after the release of Alexa (a virtual assistant developed by Amazon). This assistant was first used in the Amazon Echo and the Amazon Echo Dot smart speakers. Through voice command, Alexa can search through Amazon’s Choice for Prime-eligible products and make suggestions to Prime members.
Amazon’s Choice products could be chosen based on several attributes. Positive product ratings, higher sales volume, reasonable pricing and favorable shipping speed are four features that we are almost sure play a big part. Lower rate of return and seller feedback may also factor into a product’s or a brand’s selection for inclusion in Amazon’s Choice. Based on observation, reviews don’t seem to be a huge influence here.
Nobody knows categorically how this program’s items are labeled. Amazon probably carries out this selection process by using an algorithm that is not available in the public domain, or even by Amazon employees. However, it is interesting how Amazon-branded items tend to have Amazon’s Choice badge.
(Google and Apple do not have the most ideal working relationship with Amazon; hardly over 20 Google products are sold on the platform. Therefore, don’t expect these brands to have the Amazon’s Choice badge.)
Amazon sellers have been known to play dirty now and again. One popular tactic that made the headlines a few years back is submitting fake negative reviews. By forcing a competitor’s review ratings down, a seller could get bumped up the ranks. If reviews are a factor in Amazon’s Choice, this practice could make a big comeback. Amazon sellers must be wary of this possibility and be sure to monitor their reviews carefully.
Best Sellers Badge
Amazon offers shoppers a comprehensive list, that is updated hourly, with the best selling products. Contrary to popular belief, the Amazon Best Seller badge is not based on reviews, nor ratings, but on overall sales. This badge is available to all types of sellers – whether or not they use FBA (Fulfillment By Amazon) – and it is also based on an algorithm.
Since the list is updated hourly, products don’t tend to maintain the Best Seller status for more than an hour—unless you are beating the competition by the minute and you get to keep your spot for another couple of hours.
These are some of the things you can do to try to win this acclaimed badge:
1. improve your product images;
2. make your product information readable for your customers;
3. do your keyword research and use the best strategy that fits your needs;
4. keep your prices aligned with the competition’s; and
5. find the best category for your product.
Whatever approach you decide to take, keep in mind that keywords and listing optimization are your stepping stones towards high conversion rates.
New Release Badge
Just as the other badges, the New Release badge’s purpose is to draw the attention of shoppers.
An active Amazon Seller, who even has a YouTube Channel, shared his experience on getting the New Release badge. Although the following recommendations are not set in stone, they can give you a general idea of what it takes an Amazon Seller to get the New Release badge:
1) Be on page 1 for your main keyword. I recommend using a giveaway launch service to fast track you to page 1 if you are not already there.
2) Your product must stand out. Your product has to be differentiated from the competition so that all the traffic that goes to your keyword sees your improved version of the product. This way it will lead to more sales from your listing.
3) You must optimize your title and keywords. Don’t be afraid to play around with these until you find the right combination. It took me a month of trial and error.
4) Beat the Best Seller. You will need to sell 1-1.5x the sales of the best seller for your main keyword. For example, the #1 seller for my keyword was selling 20 units per day on average. I was able to get the #1 New Release badge after selling 25-30 for 2 days straight.
Top Brand Badge
Amazon wants it to be easier for shoppers to find and buy major brands, especially for Prime users, leaving a lot of less well-known products out in the cold. Amazon just released a “Top Brand” badge, and although it’s still on a test period, its main objective is to help established brands stand out from small traders who offer products at a lower price.
For a long time, big companies like Nike and Adidas were unsure about listing their products on Amazon because they didn’t want to be competing with brands that were offering similar products at a low cost. However, times have changed and shoppers are interested in buying on Amazon not only to get a better price but because it is extremely convenient, even more so for Amazon Prime Buyers.
This badge allows brands that already have a name of their own to project beyond the surface; however, this doesn’t mean smaller brands shouldn’t have high hopes for winning the Top Brand badge. According to Wired, “Amazon takes two factors into consideration when awarding the honor: the amount of products a brand sells and how many different products they offer in the first place. In other words, companies that make a narrow range of goods, but sell a lot of them, are likely to be Top Brands.”
This red ribbon-like icon is still on a testing period, and it’s Amazon’s latest attempt at labeling the newest products available for shoppers. An Amazon’s spokesperson recently stated that this program is being tested in “select markets for certain customers.”
The mysticism surrounding Amazon Seller Badges makes it difficult for sellers to understand what is that they have to do to be worthy to receive them. Yet, it is not impossible. Although receiving any of the badges mentioned above can do great things for your listing, remember that, in most cases, these aren’t awarded based on ratings only. There are many factors involved and you should also try to stay focused on optimizing your listings and make the best possible use of your keywords.