Whether someone is shopping for a dog bed, a new pair of shoes, or a household cleaning kit, they will likely come across the “Amazon’s Choice” marker somewhere in their search results. What does Amazon’s Choice mean when you see it next to a listing? This guide will explain why certain products have this signifier and how it can boost sales.
If you’re a vendor on Amazon’s vast marketplace, earning this recognition can take your business to the next level. Learn valuable tips for selling on Amazon, including ways you can earn this prestigious label. If you have other questions, such as, “What is Amazon PPC management?” the team at Click Fluency is happy to answer them.
Why Do Some Products Have “Amazon’s Choice” Beside Their Listings?
When browsing on Amazon, you may come across a product with a label designating it as an “Amazon’s Choice.” This recognition will go to competitively priced products that match a target keyword. The concept was originally meant to provide reliable search results to users who use a voice assistant like Alexa to look up products.
Today, the badge quickly introduces buyers to new products with more than half the sales for that search term. Amazon only rewards this label to one product per search term as long as it meets certain criteria. For example, if you search for “bedding,” the Amazon’s Choice product that appears may not show up when you search for “king-size bedding.”
What Does Amazon’s Choice Mean?
If you see a product with this recognition next to it, it means that Amazon recommends it to customers shopping for similar items in their search terms. These products are popular among customers based on the following criteria:
- Fast delivery and low return rates
- Product availability
- Price
- Ratings
Items with Amazon’s Choice status are not guaranteed to keep the badge. Brands can gain or lose the label in response to changes in their stock or delivery process. Having this label next to your product can either help or hurt your sales performance, according to data from OC&C.
The consulting group reports that products earning the Amazon’s Choice label can triple their sales, while losing the recognition may cause sales to decline by up to 30%.
Amazon’s Choice vs. Amazon’s Best-Seller
What does Amazon’s Choice mean in comparison with Amazon’s Best-Seller? It’s true that products with the Amazon’s Choice label need to have more than half of the sales for that keyword. However, Amazon’s Choice and Best-Seller recognition are not the same.
Amazon’s Choice matches products that perform well for a given keyword. It takes into account the price, ratings, sales, and search volume. The Best-Seller badge will go to a product that receives the most unit sales per hour for that product’s category.
Say an item goes viral and sees a huge boost in sales over a short period. That product will likely receive the Best-Seller badge but not necessarily the Amazon’s Choice label if it is not available for delivery right away or has poor reviews.
Think of Amazon’s Choice as a marathon and Amazon’s Best-Seller as a sprint. Products that earn the first label usually take time to build up sales for their target keywords and generate good ratings. Items that have the Best-Seller badge earn recognition because of current sales trends.
How To Earn Amazon’s Choice Status
Since Amazon’s Choice recognition is not a form of digital advertisement, brand owners can’t pay or apply to receive it. However, this doesn’t mean it’s not possible to influence. The following tips will help you build a good reputation as a seller so your products can receive this status.
Keep Products in Stock and Make Them Prime Eligible
Any product that’s out of stock can’t earn the Amazon’s Choice label. Brands must take steps to ensure they have enough inventory to supply their customers, especially since more people will discover their products with this labeling. Another key tactic is to make products eligible for Amazon Prime’s two-day delivery.
This is crucial since shoppers who use a voice assistant to search for products will only get results for Prime-eligible items. Vendors will lose out on all Amazon’s Choice benefits if they don’t cater to customers who shop with a voice assistant.
Boost Category Sales
What does Amazon’s Choice mean for sellers? In general, it drives sales. However, you must take matters into your own hands to generate enough sales to receive the badge.
Common ways you can increase your product sales include optimizing your search page content. Implementing the right keywords on each page will make the product more visible to customers. You can also invest in pay-per-click advertising for an extra boost, though you will want to supplement it with organic traffic as well.
Track Your Return Rate
Products with lower return rates than similar items are more likely to earn Amazon’s Choice recognition. Enhance your product’s description so customers know exactly what they can expect. Customers who don’t receive the full details about an item before receiving it may return it and hurt your chances of receiving the Amazon’s Choice label.
Don’t Ignore Your Reviews
Positive customer reviews not only help you receive the Amazon’s Choice badge but also prompt more people to buy your product. You can help your ratings by combing through your reviews. Address any concerns or questions customers have in your item’s description and product page so prospective buyers are aware.
Let Click Fluency Elevate Your Amazon Storefront
After reading this blog post, you no longer have to ask yourself, “What does Amazon’s Choice mean, and how can it help my product?” However, you may still have additional questions about selling on Amazon. The experts at Click Fluency can help enhance your sales and give tips for protecting your brand on Amazon.
Contact us today to schedule a free consultation and let our digital advertising professionals take your Amazon sales to the next level.