If you shop on Amazon frequently, then you’ve probably come across listings with a special label on them, for example “Climate Pledge Friendly”, “Amazon’s Choice”, or “New Release”. These are known as Amazon badges, and getting them on your listings can be a very effective way to increase trust in your brand and boost conversions.
There are a range of Amazon badges you can earn as a way to make your products stand out and achieve stronger metrics. In this guide, we’ll explore what Amazon badges are, the benefits they can offer you as a Vendor, and how you can earn Amazon badges to boost conversion across your catalogue.
Amazon badges are the small coloured icons you can find on Amazon search results and listing pages. They’re used to signify some distinguishing feature about the product or offering, such as its sustainability, that Amazon considers it the best choice for a certain search query, or that it’s discounted as part of a limited-time offer.
An Amazon badge can appear in a few different spots on the platform, depending on the type of badge. These places can include:
Some of these badges are awarded automatically by Amazon to products that meet predetermined criteria, whereas others you’ll have to apply for yourself, providing evidence that your ASIN(s) qualify.
Though different badges have different criteria and processes for getting them on your listings, they all carry certain benefits in terms of visibility and conversion…
In a marketplace as vast as Amazon, one of the biggest challenges is standing out from all the competition and convincing your audience that you’re the best choice.
Amazon badges not only help your product to stand out visually, but instill a sense of trust in your brand, showing that Amazon has highlighted your product for its quality, sustainability, or another aspect.
These qualities help to mitigate two common obstacles that Vendors on Amazon often run into: finding a niche in a highly saturated marketplace, and convincing your audience that your product is high quality when they can’t see it in person.
When you start earning Amazon badges for your listings, your entire Amazon operation can benefit from:
Though there’s much more to Amazon listing optimisation than earning Amazon badges, doing this can be a big help in making sure your listings stand out on SERPs, stop users scrolling, and maximising your chances of making an organic sale.
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While Amazon badges are always a good thing for your performance as a Vendor, each type of badge works in a different way. Here’s a look at the eight types of Amazon badges, and how they differ in terms of eligibility and the process for earning them.
The Amazon’s Choice badge is one of the best badges you can have on your product listings, and comes in a few different iterations, including “Overall Pick”, “Overall Brand Pick”, and “New Arrival Pick”.
The Amazon’s Choice badge means that Amazon has designated a particular ASIN as the best possible choice for a search term entered by an Amazon user. This badge is awarded to products that align with Amazon’s commitment to ensuring a positive customer service, such as having positive reviews, a competitive price, or coming from a Vendor or Seller that’s proved to be professional and consistent.
How to get the Amazon’s Choice badge:
The Amazon’s Choice Overall Pick badge is very similar to the more general Amazon’s Choice badge, and indicates that Amazon thinks a certain product is a good match for a shopper’s search query. The Overall Pick badge, however, is a more general recommendation tied to a certain product category, whereas Amazon’s Choice products tend to be explicitly matched to one specific keyword.
How to get the Amazon’s Choice Overall Pick badge:
The New Arrival Pick badge is reserved for listings that have achieved strong sales shortly after being launched. To earn a New Arrival Pick badge, your product needs to meet the same criteria shared by other types of Amazon’s Choice badges, and will also need to have been launched some time in the last 90 days.
Because building a product’s sales velocity can take time, the best thing you can do to earn a New Arrival Pick accolade is preparing all your listing optimisation work before a product is launched. This means having high-quality product images, compelling, keyword-optimised copy, and A+ content ready to go live as soon as your product hits the market.
By optimising for conversion at the earliest opportunity, you’ll be able to maximise your product’s conversion rate and other markers for success, helping it stand out among other new arrivals and motivate Amazon to highlight it on search results.
The Popular Brand Pick badge indicates that the product’s brand is popular with Amazon shoppers, and that the listing is relevant to a given search query.
Though Amazon hasn’t made it clear how the criteria for this badge differs from other “Amazon’s Choice” subcategories, it does give an official definition: “This brand is popular with other customers and this product is highly rated, well-priced, and available to ship immediately”. This implies you’ll need to achieve strong sales figures across your catalogue, while also meeting the criteria for other kinds of Amazon’s Choice badges.
The Amazon Best Seller badge is awarded to ASINs that are topping the sales ranking in a certain product category, showing that it’s sold more units than any other product with the same categorisation.
Best seller badges can be awarded at a broad and competitive product category level, such as “Best Seller in Computers & Accessories”, or at a more focused and less competitive subcategory level, like “Best Seller in Laptop Docking Stations”.
Because of the criteria of this badge, the product it’s awarded to can change from one minute to the next as people shop on Amazon and sales ranks change. Though you may not be able to hold the badge permanently, you can still improve the chances of your products holding it for a period by following established best practices to grow sales on Amazon.
The Amazon Climate Pledge Friendly badge is awarded to products with some trait in their materials, production, or other variables that makes them a more sustainable or ethical choice. It was introduced as part of Amazon’s Climate Pledge, which aims to make the company carbon neutral by 2040.
This badge makes it easier for Amazon shoppers to identify products that better align with their personal values, and can be a great way to highlight your brand’s commitment to sustainability and any ethical values that guide your business decisions.
There are various different ways that you can qualify for a Climate Pledge Friendly badge, and Amazon now shows exactly how a brand qualifies with a drop-down on each qualifying product’s search results.
From the Amazon SERP, the Climate Pledge Friendly badge appears as a green leaf underneath the product’s delivery information, with text reading “[number] sustainability features”.
When Amazon users click on this element, it opens a side panel listing the sustainability features of the relevant product. This can contain things like being certified organic, having ethical farming practices, or simply using minimal packaging.
How to get the Amazon Climate Pledge Friendly badge:
To earn the Climate Pledge Friendly badge, your product will need to hold a sustainability certification that’s recognised by Amazon.
Some examples of these include:
Fairtrade International: Products made in-line with Fairtrade’s environmental and ethical standards, which tend to focus on supporting farmers in developing nations.
Compact by Design: An Amazon-developed certification that shows products have reduced air or water, and use compact packaging for efficient transportation.
Energy Label: Electronic products that have been rated in one of the top three classes by the UK government’s Energy Label body.
Carbon Neutral by Carbon Trust: Products from brands that consistently work to reduce their carbon footprint and offset any outstanding CO2 emissions produced by their operations.
Forest Stewardship Council: Products that use lumber at some point in their production and support sustainable forestry.
MADE SAFE: Products made without chemicals that are known to be harmful to the environment or human health.
Recycled Claim Standard 100: Products made from materials that are at least 95% recycled.
Amazon maintains a complete list of the certifications that can earn a product a Climate Pledge Friendly badge here.
While there’s no up-front cost to getting a Climate Pledge Friendly badge, Amazon doesn’t have a way of awarding the badge automatically like with the Amazon’s Choice badge. Instead, you’ll need to prove that a given product qualifies for an accepted certification, and apply for the badge through Amazon’s channels.
To do this:
The Amazon Small Business badge is given to businesses under a certain threshold in terms of annual revenue and number of employees. Though it’s not as eye-catching as some other accolades, getting this badge on your products can make them more appealing to audience segments who want to support small players over large, international corporations.
How to get the Amazon Small Business badge:
If you qualify for the Small Business badge, you can contact your Vendor Manager, who will help verify your eligibility and get the badge on your listings.
Amazon percentage savings and “Limited time deal” badges show your products are discounted, and will show as a green or orange banner displaying either the percentage discount currently applied to the product, or a more general “Limited time deal” badge with the product’s price reflecting the discount.
These badges are a great way to promote your catalogue to a more general audience, creating a sense of scarcity and letting Amazon’s user base know that they can save money by buying your product before the offer runs out.
Savings and limited time deal badges are applied to listings automatically when there’s some kind of discount in place, which you can manage through the “Vouchers” or “Promotions” pages under “Merchandising” in Vendor Central.
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Though different Amazon product badges come with their own set of criteria, there’s still various types of foundational work you can do to optimise your presence as a Vendor and earn more badges across your catalogue.
Here are some key best practices to bear in mind when you’re looking to maximise your chances of earning badges on Amazon.
Making sure you follow the tenets of great listing optimisation, by having compelling, keyword-optimised copy, great product images, and fully-utilised A+ content, will help your product discoverability and boost conversions. These are all important metrics Amazon will take into account when awarding performance-based badges like Amazon’s Choice or Best Seller.
Failing to keep your stock levels aligned with customer demand will not only hurt your sales velocity, but can also prevent your products from being eligible for performance-based badges. By maintaining good stock levels, you’ll ensure your products’ badge eligibility and keep up your sales momentum, which are both important predictors to earning Amazon’s Choice and other dynamic badges.
Amazon has grown into the business it is today by prioritising a great customer experience, and part of this is rewarding Vendors and Sellers for doing the same thing. Ensuring your operational side runs like clockwork will reduce friction in your Amazon buyer journey, improve ratings and reviews across your catalogue, and minimise returns. These positive customer experience indicators are essential for earning badges on your products.
Strong product launches on Amazon are essential for getting early traction behind your flagship product and wider brand. This is generally important for earning any of the Amazon badges, but especially when it comes to accolades that depend on having strong performance from the start, like “New Arrival Pick”. Make sure to support new products with plenty of pre-launch planning, such as enrolling in Amazon Vine for early reviews, optimising your copy for organic visibility, and running well-targeted ads.
Whether it’s a seasonal promotion or your standard listing prices, having a competitive pricing strategy will further improve the customer experience with your brand and can improve the chances of earning badges. Amazon’s algorithms have a long history of comparing similar listings and favouring those with more competitive prices. When this is combined with strong sales performance, you’ll have a much better chance of winning dynamic badges like Amazon’s Choice and Overall Pick.
Amazon product badges may not be the biggest deciding factor when it comes to success on the platform, but earning them is one more way to give your brand a sense of trust and quality, and something all Vendors should be thinking about when looking to unlock their full potential.
We hope this guide has answered your questions about Amazon product badges and helped you plan your next steps for building organic traffic and conversion. For more support with unlocking the potential of Vendor Central, be sure to check out our other blog posts, or discover more about our Amazon management services to find out how they can help you.
Amazon badges are small icons that appear on product listings, designed to highlight certain features or achievements. They can signal things like best sellers, trust from Amazon, sustainable credentials, or high-performing new arrivals. These badges help your products stand out and build trust with potential buyers.
Unfortunately, Vendor Central doesn’t have a dedicated method for seeing all the badges your product has earned. For now, the most direct way to check on your badges is to manually view your catalogue on Amazon’s SERPs.
Amazon badges can show up in several places, including:
Badges can boost your product’s visibility and appeal by:
Some badges are awarded automatically based on performance or discounts (e.g. Best Seller, Savings), while others, such as the Climate Pledge Friendly badge, require you to apply and provide certification. The process varies depending on the badge type.
The Amazon’s Choice badge is awarded to listings that are a great match for a shopper’s search term. It usually indicates strong customer reviews, competitive pricing, Prime eligibility, and reliable sales performance.
Variations of the Amazon’s Choice badge include:
This badge is given to products that are currently leading in sales within a specific category. It can apply to broad categories like “Computers & Accessories”, or narrower subcategories like “Laptop Docking Stations”. The badge updates frequently according to real-time sales data.
This badge signifies products that meet recognised sustainability standards. To earn it:
These badges appear automatically when you run promotions, discounts, or vouchers via Vendor Central’s “Vouchers” or “Promotions” sections. They help draw attention to your deals and can create a sense of urgency among buyers.
Yes! Newly launched products can earn the New Arrival Pick badge if they show strong early sales and meet other quality criteria. To boost your chances:
To increase your chances of getting Amazon badges: