What the Badges Mean
The Amazon Choice badge appears on products that Amazon's algorithm identifies as a good option for a specific search term — typically well-priced, highly-rated, and available for immediate delivery. The Best Seller badge is awarded to the top-selling product in a specific category or subcategory at any given time. Both badges significantly increase click-through rates and sales.
How Amazon Choice Works
Amazon Choice is algorithmically assigned and linked to specific search terms, not categories. A product might be Amazon Choice for one search term but not another. The algorithm considers factors including price competitiveness, review rating, delivery speed (Prime eligibility is essentially required), return rate, and stock availability. You cannot apply for or directly request the badge.
The badge can be gained and lost as these factors change. If your price increases, your review rating drops, or a competitor improves their offering, the badge may move to another product.
How Best Seller Works
The Best Seller badge is straightforward — it goes to the highest-selling product in each Amazon subcategory. It is updated hourly based on recent sales velocity. Achieving and maintaining Best Seller status requires consistently outselling every other product in your subcategory. This is influenced by category classification — being in a smaller, more specific subcategory makes Best Seller status more achievable than competing in a broad, high-volume category.
Can You Influence These Badges?
You cannot directly control whether you receive these badges, but you can optimise the factors that influence them. For Amazon Choice: maintain competitive pricing, maintain high review ratings (4+ stars), keep products in stock, use FBA for Prime eligibility, and minimise returns through accurate listings and quality products.
For Best Seller: maximise sales velocity through optimised listings, competitive pricing, and effective advertising. Ensure your product is classified in the most specific relevant subcategory where you can realistically be the top seller.
The Impact on Sales
Products with either badge see measurably higher click-through rates and conversion rates. The badges act as social proof — they tell customers "this is what other people are buying" or "Amazon recommends this." This increased visibility and trust creates a positive feedback loop where badges drive more sales, which helps maintain the badges.
While you should not obsess over badges, understanding how they work and optimising for the factors that influence them is a worthwhile part of your listing strategy.