Amazon Badges: Meanings and Strategies for Getting Them
With so many sellers on Amazon, it's really important to find ways to make your products stand out from the crowd. Amazon badges are powerful attention-grabbers that encourage customers to explore product listings further. These color-coded visual markers emphasize the specific achievements or features of a product. This ultimately increases sales by improving item visibility.
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In this article, it's explained how to get Amazon badges and what types of badges are available to sellers.
What are Amazon Badges
Amazon badges are special icons or labels that highlight certain products in search results and on product detail pages. These badges act as visual signals that help shoppers quickly identify top-performing or trusted items, such as “Amazon’s Choice,” “Best Seller,” or “Limited Time Deal.” They are designed to guide customers toward products with strong reviews, competitive pricing, or high demand, making the shopping experience faster and more reliable.
For sellers, earning an Amazon badge can significantly boost visibility and sales. A product with a badge often stands out from competitors, increases customer trust, and drives higher click-through rates. Since badges are awarded based on factors like sales volume, ratings, availability, and competitive pricing, they reflect a product’s credibility and popularity in the marketplace.
By understanding what Amazon badges mean and how they influence buying decisions, sellers can better optimize their product listings and strategies. For shoppers, these badges provide reassurance that they are purchasing quality products recognized and recommended by Amazon. In broader e-commerce contexts (not specific to Amazon), product badging has shown significant impact.
Overview of Amazon Badges
There are numerous Amazon badges, each conveying a distinct message to customers. Let's explore top 8 that can boost your conversion rate:
1. Amazon Best Seller Badge
This orange badge appears on products that generate consistently high sales within a specific category or subcategory. Among the top-100 best-performing products, the product with the most sales earns the coveted '#1 Best Seller' badge.
Each Amazon country marketplace maintains its own list of best-selling products.
Why it matters for sellers: Signals to customers that many people have purchased the product, adding credibility and trust to the listing.
How to earn it: Products must show consistently high sales during Amazon’s hourly updates.
2. Amazon Choice Badge
The black "Amazon’s Choice" badge is awarded to products Amazon considers the best match for a customer’s search, based on positive reviews, pricing, availability, and delivery speed. It was originally designed for voice search recommendations.
Why it matters for sellers: Increases sales potential by at least 10% and builds customer trust by showing your product meets search intent.
How to earn it: Maintain strong reviews, competitive pricing, and reliable fulfillment while optimizing keywords in your title, description, and bullet points.
3. Amazon Prime Badge
The transparent blue “Prime” badge signals free 1–2 day shipping for Prime members, a group that shops frequently and has high purchase intent. Products with this badge also gain higher visibility in search results.
Why it matters for sellers: Expands reach to loyal Prime members, improves Buy Box chances, and boosts sales velocity.
How to earn it: Use Fulfillment by Amazon (FBA) for automatic eligibility, or join Seller Fulfilled Prime (SFP) and meet Amazon’s strict performance requirements.
4. Amazon New Release Badge
The orange “New Release” badge highlights products that perform well within their first 90 days on Amazon. It updates hourly, similar to the Best Seller badge.
Why it matters for sellers: Draws customer attention to new listings and builds early momentum for long-term sales success.
How to earn it: Drive strong initial sales through PPC ads, social campaigns, and optimized listings with relevant keywords.
5. Extra Savings, Coupons, and Discounts
Green badges (coupons/savings) and red badges (discounts) show customers that a product is available at a lower price. Amazon also highlights “Lowest Price in 30 Days” when applicable.
Why it matters for sellers: Attracts deal-seeking customers, boosts conversions, and increases traffic to listings.
How to earn it: Create offers through the “Deals” section in Seller Central, setting discount amounts, coupon limits, and campaign details.
6. Limited-Time Deal or Deal of the Day Badge
These red (“Limited-Time Deal”) and orange (“Deal of the Day”) badges mark products with time-sensitive discounts, making them stand out in search results.
Why it matters for sellers: Creates urgency, drives spikes in sales, and increases visibility during the promotion.
How to earn it: Schedule promotions in the “Deals” section of Seller Central. Products must meet Amazon’s criteria (4+ star rating, FBA/SFP fulfillment, sales history, and low returns).
7. Amazon Climate Pledge Friendly Badge
This green badge identifies eco-friendly products that meet Amazon’s sustainability standards. Customers can click it to learn about certifications and product benefits.
Why it matters for sellers: Appeals to eco-conscious shoppers, strengthens brand reputation, and differentiates your product.
How to earn it: Obtain certification from Amazon’s approved sustainability partners. If eligible but not displayed, open a case in Seller Central.
8. Amazon Small Business Badge
The transparent “Small Business” badge appears on listings from smaller brands that meet Amazon’s size and revenue requirements.
Why it matters for sellers: Builds trust and loyalty from customers who prefer supporting small, independent businesses.
How to earn it: Qualify with under $50M in revenue and fewer than 100 employees, and be enrolled in Brand Registry or Handmade. Request the badge through Seller Support.
While eligibility for the last two badges will depend on your business model and specifics, the Best Seller, Amazon Choice, New Release, and Amazon Prime badges can be influenced and earned by any seller. Let's delve into this process in the following section.
How to Increase the Likelihood of Getting Amazon Badges
Many badges, such as the Amazon Choice badge and Best Seller status, are directly linked to high sales volume. Achieving a robust level of sales relies heavily on visibility. By implementing a range of improvements to your business strategy, you can effectively enhance your sales performance, ultimately leading to earning badges.
Running PPC campaigns
Consider running PPC to increase your products’ visibility. You also need to make sure you use the right keywords to align with customer search queries. This can be especially challenging for newly launched products, or if the advertisement is being run for the first time, as there may not be enough statistical data on which keywords perform best.
In such cases, analyzing successful competitors can provide valuable insights into effective keyword strategies. By examining your competitors, you can tailor your approach effectively to target your advertisements to the right audience, leading to increased product visibility and ultimately more sales. The Reverse ASIN Lookup can be of help to retrieve keywords from competitors.
To check your competitors’ keywords, simply follow these steps:
1. Go to the AMZScout Reverse ASIN Lookup. Sign up for a free trial with your email address.
2. Enter the ASIN(s) of your competitor's product into the search bar. You can find the ASIN (Amazon Standard Identification Number) on the product page under product details.
3. Apply filters to refine your search. Specify the number of words in a keyword phrase or desired search volume per month.
4. Retrieve your results. Click ‘Find keywords’ to generate a list of keywords. By analyzing parameters such as estimated monthly search volume, keyword trend, and the main ASIN page, you can select the best keywords for promoting your product.
While utilizing PPC is a quick way to boost visibility, don't overlook the importance of optimizing your product listing. This is a free method that drives organic traffic to your store. Let's dive into it further below.
Optimize Your Product Listing
Amazon gives preference to listings that are well-optimized, increasing the chances of your product being seen in search results.
To improve the performance of your listing, there are a few factors to consider:
Enhanced text: Adhere to Amazon’s guidelines regarding text length when crafting your title, description, and bullet points. Create clear, compelling text that highlights your product's features and benefits.
High-quality images: Use high-resolution images that showcase your product from multiple angles and in various contexts to give customers a thorough understanding of its features and potential uses. This will help you build trust and confidence in your product.
Keyword research: Incorporating the most frequently-searched keywords into your listing helps Amazon's algorithms identify and prioritize your products. This is especially important for earning the Amazon Choice badge.
For comprehensive keyword research based on the most accurate data, consider utilizing the Keyword Research Tool by AMZScout.
Here's a brief guide on how to conduct a comprehensive keyword research:
1. Access the AMZScout Keyword Research Tool.
2. Start your search. Enter a product name or a related phrase in the search bar.
3. Apply filters to refine your search. You can specify the number of words and the search volume per month to narrow down your results.
4. Get your results. Click 'Find keywords' to obtain a list of relevant keywords.
After obtaining your list of keywords, focus on those with high volume (over 1,000 searches/month). Also, analyze search intent alongside overall search volume to choose the most relevant keywords for your product and audience and incorporate them in your listing.
Consider using AMZScout's Listing Builder to help you craft an effective product listing. With this tool, you just enter your keywords, and the AI feature quickly generates SEO-optimized titles, descriptions, and bullet points in accordance with Amazon’s guidelines. This streamlined process not only saves you time, but also increases the effectiveness of your listings.
Once you optimize your listing and PPC ads, you can apply additional strategies to improve your item's performance. Below, we'll share five tips from top sellers that can also lead to earning a badge.
Tips
The criteria for earning an Amazon badge may vary for each badge, but there are five universal strategies that will help you qualify for one:
Opt for FBA or SFP as a fulfillment method. This is a requirement to obtain a Prime Badge and create Deals. Both of these fulfillment methods also guarantee fast delivery, which is a prerequisite for the Amazon Choice badge, and can impact the level of sales necessary to achieve the Best Seller and New Release badges. Customers prioritize fast and secure delivery when making purchasing decisions.
Obtain positive reviews. Earning the Amazon Choice badge is directly linked to having numerous positive reviews. A minimum of 30 reviews is typically required to instill trust with customers, potentially enhancing sales and increasing the likelihood of achieving a Best Seller rank. Sellers can boost their review count by utilizing the Amazon ‘Request Review’ button, including a gift and card with each product.
Get a high product rating. To participate in Limited Time deals, a minimum rating of 4 tars is required, highlighting the importance of outstanding customer service and sourcing goods of superior quality. Also, by promptly responding to customer inquiries within 12-24 hours and ensuring product excellence, you can decrease your return rate. This is a factor Amazon considers when awarding an Amazon Choice badge.
Set competitive pricing. Crafting a strategic and precise pricing approach enhances your product's allure to customers, potentially driving more sales. This is often instrumental in achieving sought-after badges, signaling to customers the quality and value of your offerings while boosting sales volume.
Maintain an adequate stock level. Amazon prioritizes products with larger amounts of available stock, as this reduces the likelihood of canceled orders. These products are displayed more prominently in Amazon search results and have a higher chance of winning the Buy Box, ultimately increasing the likelihood of making a sale. This can significantly impact the attainment of Best Seller, New Release, and Amazon Choice badges.
It's essential to consider that Amazon's requirements evolve over time. Therefore, if you decide to pursue a badge, it's crucial to check regularly and adhere to the current criteria for each badge. This ensures that your efforts align with Amazon's latest standards and maximizes your chances of success.
Conclusion
Obtaining an Amazon badge is a powerful tool for product promotion, but it shouldn't be the ultimate goal. Typically, badges are awarded to listings that already have strong performance metrics, so it's essential to focus on optimizing your overall listing and strategy. Utilize the AMZScout toolkit to streamline your keyword research efforts, which can improve your listing's visibility to the Amazon algorithm. This will enhance your chances of earning a badge and boosting your sales significantly.
FAQs
How often are the Amazon badges updated?
Amazon badges are updated frequently, sometimes daily, based on sales performance, customer reviews, pricing, and availability. Because these factors change constantly, a badge like “Best Seller” or “Amazon’s Choice” can appear or disappear quickly depending on real-time marketplace activity.
Can a product have multiple badges?
Yes, a product can display more than one badge at a time. For example, an item might carry both the “Best Seller” and “Amazon’s Choice” badges, or combine a promotional badge like “Limited Time Deal” with a recognition badge such as “Small Business.”
Do badges affect my product's visibility on Amazon?
Absolutely. Products with badges tend to rank higher in search results, attract more clicks, and earn greater trust from shoppers. This increased visibility often leads to stronger sales performance, as badges serve as proof of popularity, reliability, or value in Amazon’s crowded marketplace.
Can I apply for a badge?
Most Amazon badges, such as “Amazon’s Choice” or “Best Seller,” cannot be applied for directly. They are awarded automatically based on performance metrics. However, sellers can apply for specific badges like “Climate Pledge Friendly” or “Small Business” by meeting Amazon’s eligibility requirements.
