Ever heard of ‘choice overload’? It happens when one has too many options. What it means for eCommerce marketplaces is that when consumers have a lot of options to choose from, it is a possibility to get overwhelmed with all the choices and not buy anything at all.
This sounds bad for e-tailers who make an effort to list as many choices as possible on their platforms. But is Amazon a regular e-tailer? We don’t think so.
Amazon has been introducing a variety of features that can help consumers sift through the many choices on the platform and hence avoid the choice overload. One such feature is the Amazon Best Seller Badge. We recently wrote about the ‘Amazon Bestseller’ Badge’ which is awarded to the top sellers (read it here).
Another innovation by the eCommerce giant is ‘Amazon’s Choice’ badge. It definitely doesn’t involve Amazon employees selecting products that they think are the best (that would be another job in itself).
So, what exactly is the badge about, and how does Amazon decide which product to tag it with.
What is Amazon’s Choice Badge?
Amazon’s Choice is a black badge typically awarded to a single product in a single search. It shows the most relevant products to customer research. Amazon believes it is the best match for given keywords by Customers on the website.
Seen on the top left corner of a product’s image or just below the title on the product details page, the badge can be found on both mobile and desktop, in addition to voice (Alexa). Interestingly, it was introduced in 2015 as a way to make Alexa (Echo’s voice assistant) smarter for voice search and present the most relevant products that match the keyword searches.
Amazon’s Choice vs. Amazon Best Seller Badge
Amazon’s Choice is not the same as the Best Seller Badge. Amazon’s Choice is given to the best match for a particular keyword while Best Seller is given to products that have sold the most per hour in their category.
Amazon’s Choice is determined by SEO and the Best Seller badge is determined by sales velocity. The Best Seller badge is given to products that have sold the most units per hour in their category.
See the difference in the search results for the term ‘hair straightener’:
While the Vega hair straightener is a good option for the styling features it provides in the price range, the Philips straightener is determined as the choice for the ‘hair straightener’ query by Amazon’s algorithm.
When a vendor sells the products to Amazon, Amazon basically owns the product and the seller will be shown on the website as ‘Sold by Amazon’. While it is the vendors who are selling the product to Amazon, they cannot negotiate or control to get Amazon’s Choice for their products. Amazon’s Choice is not considered an ad and brands can neither apply nor pay to receive the distinction. The same goes for sellers.
Yet there are some factors that might influence Amazon’s algorithm based on customer reviews, price, and whether the product is in stock. Based on these, here are some ways that can help you increase your chances of getting your products the coveted badge:
Amazon’s Choice is important to have for increasing the sales but sellers have no power to have this badge since Amazon is the only authority for this choice. Amazon does not have the direct answer for how it is calculated it is still a mystery but we know that Amazon’s Choice is a feature that algorithmically identifies the “best fit” product for a customer’s search query. If the product has good reviews and ranking, low return rate, is well priced, in-stock, Prime-eligible, liked by many customers, then this product most likely will be Amazon’s Choice along with chances of making it to the Amazon Best Seller Badge as well.
Contact PiWheel today to learn ways to optimize your end-to-end eCommerce strategy.