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Amazon Choice vs Best Seller

  • 2022 Oct 19
  • Robert Runyon
  • Read Time: 9 minutes
  • Category: Guide
Amazon Choice vs Best Seller


There’s a lot of talk among eCommerce sellers about “Amazon Choice vs Best Seller.” But what do they mean, and which should you care more about?

Here’s a breakdown of each and how to help you find out which one’s better for you based on your business goals

What is the Amazon Choice Badge?

Amazon’s Choice is a badge given to products that Amazon believes to be the best of the best. Amazon looks at various factors when making this determination, including customer reviews, sales data, and product popularity. Amazon also takes into account editorial reviews from experts. 

The Amazon Choice badge can be a valuable indicator of a product’s quality and help customers make informed purchasing decisions. However, it is essential to remember that the “Amazon’s Choice” badge is chosen using an algorithm, not by any “experts.” Most importantly, Amazon’s Choice products are keyword-related rather than department-related.

Ultimately, this label indicates that a seller offers reasonably priced, excellent-quality goods available for immediate delivery. The Amazon’s Choice label is visible in the upper-left corner of the product’s feature image and the search result page.

Amazon's choice

What Factors Determine Amazon’s Choice?

The secret recipe for Amazon’s Choice appears to be a mix of best seller ranking, low return rate, positive reviews, and quick delivery. Furthermore, the conversion rate of customers searching for the product is critical. The precise weighting of the criteria is unknown. The following influencing factors, however, can be agreed upon:

  • a high click and conversion rate for search queries, instant availability with Amazon Prime,
  • high review rating (at least 4 stars)
  • a low rate of return (regarding product type)
  • a best seller badge in the relevant product category

Why Amazon’s Choice Matters?

While Amazon’s Choice may not be the be-all and end-all when choosing a product, it carries some weight. For one thing, it can be seen as an endorsement from Amazon, which carries much clout in the online world. Additionally, products designated as Amazon’s Choice are often featured prominently on the website, which can help them stand out from the competition.

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What is the Amazon Best Seller Badge?

Amazon introduced the #1 best seller badge a few years ago. It is given to top Amazon sellers and is represented by the orange ribbon icon in the top-left corner of a product page. This badge shows which products have a higher sales rank on Amazon, allowing customers to make an informed purchasing decision.

Initially, Amazon only displayed the badge for one seller in a category. We now have 100 best sellers in each category. Because the category may have little competition, you may not be able to see all of the best sellers in some subcategories.

If you have the best seller badge, Amazon places your listings at the top of the customer search results. They may appear even if a customer searches for an unrelated term within your category.

amazon best seller

What Factors Determine Best Seller Rank?

Amazon’s A10 algorithm determines a product’s search ranking. The #1 Amazon best seller badge is given to the product with the most sales in a given category. Furthermore, the Amazon A10 algorithm refreshes the best seller rank (BSR) every hour.

Though Amazon did not specify the exact metrics influencing the best seller rank, it is clear that sales velocity and sales history have an impact on a product’s BSR. As a result, total sales history is considered when ranking products within a category or subcategory. Clothing, electronics, toys, and games are among the most competitive categories. In these categories, getting the best sellers badge is extremely difficult.

Why Does Best Seller Badge Matter?

Best Seller is essential because it tells you how well a product sells relative to other Amazon products. If you’re looking for a product that is in high demand, then checking the BSR can tell you which products are selling the most units. Additionally, if you’re looking for a product that is in low demand, then checking the BSR can help you to avoid products that might not sell well.

Amazon Choice vs Best Seller: How Do You Know Which Badge to Trust?

 Amazon’s Choice is given to products that Amazon deems to be high quality and well-priced. Best Seller, on the other hand, is based purely on sales volume. So, which badge should you trust when purchasing on Amazon?

If you’re looking for a product that Amazon deems to be of high quality, then Amazon’s Choice is the badge for you. However, suppose you’re looking for a product that is sure to be popular with Amazon customers. In that case, best seller Rank is the way to go. 

Ultimately, the winner of Amazon’s choice vs Best Seller depends on what you’re looking for in a product. If you want a product that Amazon thinks highly of, go with Amazon’s Choice. If you want a product sure to sell well, go with the best seller badge.

How to Get Amazon’s Choice Badge for Your Products

1. Optimize your product listings

The first step to getting the Amazon’s Choice badge is to optimize your product listings. This means including high-quality product photos, an engaging product description, and keyword-rich titles and bullet points. Additionally, you’ll want to make sure that your product is priced competitively and has positive customer reviews.

2.  Win the Buy Box

The second step to getting the Amazon’s Choice badge is to win the Buy Box. The Buy Box is the box on a product listing page where customers can add a product to their shopping cart. Winning the Buy Box means that your product will be featured in this box, which can significantly increase your sales. To win the Buy Box, you’ll need to have a competitive price and offer Prime shipping.

If you’d like to win the buy box AND maximize profit, Eva’s Amazon Pricing Tool is here for you. By combining superhuman machine learning and human expertise, Eva makes the most profitable yet competitive pricing decision for you in any given situation!

3. Increase your sales velocity

Another factor that Amazon takes into account when awarding the Choice badge is sales velocity, which is the number of units sold over a while. In order to increase your sales velocity, you’ll need to run promotions and ads for your products. Additionally, you can try to get your products featured on popular blogs and websites.

4. Establish Off-Amazon Marketing Campaigns

This strategy is similar to the best seller strategy. Still, one important difference: the link to your product that you include in the promotion must be from the listing you get after searching for the targeted keyword.

Unlike best seller badges, it is a good idea to keep setting up small promo codes for Amazon’s Choice regularly. Because there is no hourly updating here, you must remain at the top of the organic ranking for some time.

5. Incorporate the Desired Keywords into Your PPC Campaign.

The goal here is to generate as many sales from your keyword as possible, so why not optimize your PPC accordingly?

Fortunately, Amazon treats all sales equally, whether sponsored or organic, so PPC is the best option here.

Everyone who buys your product through its PPC ad contributes the same amount as someone who searches for your targeted keywords and then buys your product from the results.

Keeping Amazon’s Choice status is nearly the same as keeping best seller status (but with less certainty). You should stock up on units and supplement your campaigns with keyword-optimized PPC.

Can Seller Manipulate Amazon’s Choice Badge?

To understand how Amazon’s Choice works, it’s important first to understand Amazon’s best seller Rank (BSR). This algorithm considers various factors, including recent sales, reviews, pricing, and more. Based on this data, Amazon then ranks products from #1 (the best seller) to #1 million (the worst seller).

Now, Amazon’s Choice is not simply based on the BSR. In fact, Amazon has stated that the BSR is just one of many factors they take into account when choosing which products to designate as Amazon’s Choice. However, it’s safe to say that having a high BSR does increase your chances of being named Amazon’s Choice.

So, can sellers manipulate Amazon’s algorithms to increase their BSR and thus their chances of being named Amazon’s Choice? While it’s impossible to know for sure, it seems unlikely. Amazon is constantly tweaking its algorithms to ensure they are as accurate and fair as possible. So while a seller might be able to game the system for a short time, it’s unlikely that they would be able to do so long-term.

In short, while sellers can’t control whether or not their product is named Amazon’s Choice, they can help increase their chances by ensuring that their product has a high BSR. And at the end of the day, that’s really all you can ask for.

How Can Eva Help Your Brand to Sell on Amazon?

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By deeply integrating pricing and supply chain management, Eva’s revolutionary platform ensures that you have maximized sales and profit without ever going out of stock or overstocked.

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So, what’s the verdict of Amazon’s Choice vs Best Seller? – which is better for you? It depends on what you’re looking for. If you want a product that Amazon thinks highly of, go with Amazon’s Choice. If you want a product that is sure to sell well, go with best seller Rank.

But no matter which badge you choose, make sure to get a Free Consultation from Eva to help increase your chances of success on Amazon! Thanks for reading and happy selling!


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