How to Get Amazon's Choice and Best Seller Badges
As you browse through Amazon, you often come across listings with the “Amazons’ Choice” and “Best Seller” badges. You might think that these sellers are operating on a new level beyond your reach, especially if you are just starting out. It fair to say that those products with the badges are always good products and are most certainly selling well. It would be however, unfair to say that the sellers of those listing are playing on an entirely new level. Have no doubt that these are good sellers and that people are mostly satisfied with their products. We can trust Amazon’s algorithm to recognize that, we can also tell that those labels are not assigned without reason.
The truth is that we can never know precisely what parameters Amazon’s algorithms use to assign those badges. We can safely say that products with a high return rate or a low star rating are unlikely to get either of them. In other words, if you have a good product which people consider to be a good a purchase you can qualify for these labels.
The “Amazons’ Best Seller” Badge and Finding the Right Moment to Strike
The process of getting this badge is very straight forward – sell more. Of course we are constantly in the process of trying to find ways to increase our sales. Yet, there are moments where we can employ a set of tactics to take advantage of a certain set of circumstances. These tactics are not expected to pay off in the short term but you can expect them to create a momentum and pay off in the long run. The way you get this badge is to simply be the in the top selling 100 products in your department in a period of time. Achieve this, and the badge will be on your listing wherever it can be found. It is very important to put yourself in a position that if you were to get the badge, you will reap in the most benefits from the situation. It is important to know that the BSR (best seller rank) is updated hourly and that once you get it you must do you best to keep it. So let’s look at some conditions your listing should meet before trying for the Best seller badge:
- Be an established seller. This is important because if you get the badge your listing will have it no matter where it can be found organically. So it would be wise to strategically add keywords so there are a number of them where you listing ranks high organically. You want to have a decent amount of exposure to make the most of it. It is unlikely that a fresh listing will be established enough to rank on enough keywords to have enough exposure for a badge. A listing that’s been selling long enough would have a better chance of succeeding.
- Stock up. Make sure you have plenty of units of your product in inventory. This is because you will be performing a discount or a promotion that will boost your sales temporarily. You can also expect sales to rise as a result of your new ranking and badge. This might be quite an investment, so make sure you have thought it through. Keep in mind if you run out of stock in the middle of the process, your ranks will plummet- so be careful.
- Keep an eye on your competitors in order to find the right moment. As mentioned before, you need to be in the top 100 in your department in order to get the badge, so naturally you must be aware of what volume of sales will get you there. It is necessary to keep an eye on the products that are at the bottom of that list so you can have an idea of what their sales volumes are. Let’s for example take a look at the bottom of the top 100 listings in the Home & Kitchen department:
Now I will use AMZscout product tracker to estimate their sales:
As we take a look at these 2 products we can tell that there is a difference in the volume in sales and revenue. However, we cannot be certain how Amazon’s algorithms value these 2 parameters since using only one would be unfair to different types of goods. For example, Amazon wants products that are more expensive but are a big purchase to have a chance of ranking in the top 100 as well- like the mattress we see below which is at position 96 in Home&Kitchen:
Amzscout product tracker shows that it doesn’t sell an awful lot of units a day, but it has a high average revenue. Therefore it would be best to find the lowest ranking product in a similar price range to yours to use as a benchmark.
Once you see that your sales are getting close to the benchmark competitor, you can consider boosting your sales in order to get the Best seller badge. Now to get to the tactics of getting these temporary sales boosts:
1. Break Even
This is an obvious one, lowering your price as much as you can without suffering a loss just might be enough to get a sales boost that you would need in order to get the badge. It is important to have an idea beforehand as to how many units you are willing to sell at this price before stopping. It is also important to keep an eye on your sales to make sure you don’t go over that number. Another similar option is setting up an Amazon lightning deal by giving a severe discount for a few hours. Keep in mind that only products with a rating of 4 stars or above with prime shipping are eligible. The great thing about lightning deals is that they appear on the “deals” page; which is one of the most visited pages on Amazon. Another great thing is that during the promotion period they will have a “deal” badge on them wherever they show up.
2. Facebook Promo Codes
Another tactic that sellers often use to temporarily boost their sales is to create a Facebook promotion with redeemable discount codes. You can set it up completely the way you want it. The way this works is that you give a limited amount of coupons that Facebook users can redeem for a discount on your product on Amazon. There are different ways of approaching this. For example:
You might want to start off with a smaller discount to see if people are using the discount codes and gradually increasing the discount. You can keep doing this until you can see that the codes get redeemed in a reasonable amount of time.
You might also try different configurations of the number of units you are giving away at a discount. You might be giving away 20 units each day for 4 days. Some people claim that it is wiser to do a gradual increase like 20 on the first day, 30 on the second etc…
*Follow Up with PPC*
Regardless which one of these strategies you are using to give yourself a temporary boost in sales, you need to be ready for the moment when you get the badge. This means setting up a PPC follow up. One of the best things about getting the “Amazon’s Best seller” badge is the fact that it shows up on your listing wherever it is shown. This naturally includes PPC. So wherever an advertising for your listing shows up you will have the badge on it. This is guaranteed to increase conversions so make sure you are ready to turn on your PPC campaigns the moment you see the badge. Since the BSRs get updated every hour you’ll have a limited amount of time to take as much advantage of the badge as possible. You should aim to increase your sales and boost your organic ranking in order to make the increase in sales permanent in attempt to hold on to the badge longer. The key is planning and being smart about it as well as basing your decisions on as much information as possible. If you want the best source of information out there you should consider using AMZscout tools.
“Amazon’s Choice” Badge and What to Focus On
Unlike the “Amazon’s Best seller” badges which are limited to 100 per department there is no real limit to how many “Amazon’s choice” badges there are at any given moment. There is also no limit as to how many of them a single listing can have. Once again we cannot know for certain what exactly goes into getting one assigned to you listing, but as a seller that has accumulated a few of them I can tell that there is a pattern. The “Amazon’s choice” badge is related to keywords rather than departments. Interestingly enough, not every keyword has a product with that badge on it. Let’s put it this way, it seems that in order to get your listing to be the an “Amazon’s choice” for a certain keyword a number of people have to search for that keyword and end up buying your product. In other words, while people are typing something into a search bar it means that they are looking for something specific. If they consistently end up finding your product as an answer to their search you become the “Amazon’s choice” for it.
It is not exactly clear how many, or what percentage of the purchases that result from typing in a certain keyword needs to occur in order to qualify it for a badge. Often times you can see that a certain product has the badge for a keyword one day and not the next, but no transference of the badge either. Since there is no rule that there has to be a product that has the badge on any keyword, we can speculate that it is a matter of percentages. For example:
A product must have a set percentage of all purchases resulting from typing in a certain keyword in order to qualify. (30% of all purchases from that keyword, if no single product has 30% or above, no one gets the badge)
A product must have an absolute majority of all sales resulting from that keyword (If a product is 50% or more purchases they qualify, if none have 50% of sales no product has the badge) this one is less likely.
To put it simply, if you want to be “Amazon’s choice” for a certain keyword you have to have a product that can be strongly associated with that particular keyword. Your aim is to get the highest percentage of purchases resulting from the search for it. Keep in mind that the “Amazon’s choice” badge is actually the people’s choice and Amazon merely recognizes it. So in order to get it you must first research which keywords would be appropriate for your listing, which we covered in our previous article. The second thing is using one of the following strategies:
1. Optimize Your Listing
The first thing you should do once you discover a keyword that would make sense for your listing to rank, would be to include it in your title and your backend. This way you ensure that you are ranking it organically. Another thing you should consider doing if you have a specific keyword that you find to be really important is to further optimize that listing for that purpose. For example, let’s say that you are selling an optic computer mouse and that a very important feature is the fact that it has a really long cord (let’s say 6 feet). So you believe that the long cord, for whatever reason, is your competitive advantage. In this case it would be desirable that you are the Amazon’s choice for the long tail keyword “optical mouse 6ft cord” or “optical mouse long cord.” A great thing to do in that case would be to change your title image so that you have a picture of the mouse and a cord next to it, preferably with written in letters “6 ft cord”. This way you will increase the chance of getting the attention of someone looking for a mouse with a long cord. The more you sell the more likely you will be able to reach the important threshold to get the badge.
2. Optimize Your PPC
Another (maybe obvious, but helpful) strategy is to include the desired keyword into your PPC campaign since you want to have as many sales as possible through your desired words. A sale is a sale in the eyes of Amazon as the company doesn’t differentiate between organic and PPC sales. The goal is to have as many as you possibly can. The principle is the same: someone typed in something and ended up buying your product. It doesn’t matter if the person searching scrolled and found it or they saw an ad and clicked on that.
3. Facebook Giveaway Promotion
This is basically the same strategy as it was mentioned in the case of obtaining the “Amazon Best seller” badge with one important distinction. Once you create your Facebook promotion you will need to include a link to your listing. In this case you need to make sure that that link is the link you get once you type in your desired keyword and find your product. This way Amazon will treat each and every person that uses the promo code to buy your product as someone who typed in your desired keyword and ended up purchasing your product. This is exactly what you need. Of course you can adjust the number of units you give away at a discount the same way you would as it was described for the Best seller badge. The only difference here is that it’s not updated every hour: so you might actually have to be at the top organic ranking for a while in order to get it. A wise strategy would be to space out a small number of promo codes once every few days to have a constant flow of sales. This is because it might take a couple of days for it to be shown on Amazon’s radar.
In summary, the first thing you need in order to be able to get either of these labels is a good product. The second thing is diligence paired with solid information to make good decisions based on it. It is mostly up to you, however we at AMZscout have developed an array of tools that might help you get that information and find a quality product. Remember to be aware of everything that’s going on and to most importantly conduct proper research. Don’t forget to be mindful of all the options you might have in order to find your timing window to execute your strategies. Good luck seller!