⚡ THE ESSENTIALS IN 20 SECONDS
- Amazon’s Choice is a badge Amazon automatically gives to products it recommends for a specific search.
- It cannot be bought or requested: Amazon’s algorithm decides it.
- Factors such as good ratings, competitive pricing, fast shipping availability and few returns influence it.
- It can come and go, and the same product can have it for one search and not another.
IN THIS ARTICLE
That small dark “Amazon’s Choice” label can make a shopper pick your product in seconds. But there are many myths around it. Here is what it is, how it works and what is actually in your hands.
Amazon’s Choice: a badge Amazon shows on products its system recommends for a given search, considering signals such as ratings, price, shipping availability and return rate. It is assigned automatically.
How it works
The badge is tied to a search: you will see “Amazon’s Choice for ‘steel water bottle'”. If the shopper searches for something else, it may not appear. Amazon assigns it automatically and reviews it continuously, which is why it can be won or lost without notice.
A shopper types a specific query.
Amazon evaluates rating, price, shipping and returns.
It picks a recommended product for that search.
The assignment changes with performance.
Which factors influence it
| Factor | Why it matters | What you can do |
|---|---|---|
| Rating and reviews | Signal satisfaction | Improve the product and earn legitimate reviews |
| Price | Must be competitive for the search | Review price against competitors |
| Fast shipping | Prime or equivalent availability | Consider FBA (see FBA vs. FBM) |
| Returns | Few returns = good experience | Improve description and packaging |
| Relevance | Match with the search | Clear title and content |
Amazon does not publish the exact formula; this table summarizes factors Amazon itself has mentioned and what is observed in practice.
What does NOT work
- Paying for the badge: it is not for sale.
- Asking Amazon for it: there is no form.
- Fake or incentivized reviews: they violate policy and can cost you your account.
- Dropping price to margin-destroying levels just to “win” it.
To earn reviews legitimately on new products, look into Amazon Vine, the official program for that purpose.
Amazon’s Choice, BSR and Buy Box
| Concept | What it is | Based on |
|---|---|---|
| Amazon’s Choice | Badge by search | Rating, price, shipping, returns, relevance |
| Best Seller (BSR) | Sales position by category | Recent sales and history |
| Buy Box | Featured offer for the product | Price, shipping, seller performance |
They are different, though related. Read more in Best Seller Rank.
Effect on your ads
A badge usually improves conversion rate, which makes your ads on that search more efficient. If you win it on an important term, consider reinforcing spend there; if you lose it, check price, inventory and reviews before raising bids.
How to improve your chances
- Choose specific searches where your product is highly relevant.
- Keep consistent inventory with fast shipping.
- Work on your rating: product, packaging and clear instructions.
- Reduce returns with honest descriptions and images.
- Keep a competitive, stable price.
- Use advertising to drive sales on those searches and feed performance signals.
A typical case (fictional)
A glass bottle brand had good sales but never got the badge. Its returns were high because shoppers expected a different size. It added a size comparison image and clarified the volume in the title. Returns fell, the rating went up, and in the following weeks it earned the badge for a specific search in its niche.
The badge is a consequence of a good buying experience, not a goal you can force.
Checklist
- Rating above your category average.
- Stable inventory with fast shipping.
- Return rate reviewed and under control.
- Competitive price for the target search.
- Title and content relevant to that search.
- Active advertising on key searches.
- A weekly log of where you hold the badge.
How to know where you hold the badge
Make a list of 10 to 20 important searches for your product and check them every week in a private window, from the same delivery location. Note whether you have the badge, who has it if you do not, and that product’s price and rating. After a few weeks of data you will see clear patterns.
Agency secrets about Amazon’s Choice
What I have seen:
It is easier to earn the badge on specific searches than on generic terms.
Many brands never check their return rate, and it is one of the clearest signals of a poor experience.
Check weekly which searches you hold the badge for; losing it can explain conversion drops.
Amazon’s Choice rewards products that make shoppers happy. Focus on that and the badge comes more easily.
I’m Alonso Jiménez, a Retail Media account director. I manage campaigns on Amazon, Walmart, Target, Instacart and Mercado Libre every day, for brands in the US, Mexico and Latin America.
Frequently asked questions
What is Amazon’s Choice?
A badge Amazon automatically assigns to recommended products for a specific search.
Can you pay for Amazon’s Choice?
No, it is not sold or requested.
Why did I lose the badge?
It may be due to changes in price, inventory, rating, returns or competition.
Is Amazon’s Choice the same as Best Seller?
No: Best Seller is based on sales by category; Amazon’s Choice is a recommendation by search.