Amazon choice vs Bestseller: What is Good for Your Brand?


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Amazon choice vs Best seller | Guide on Amazon’s Choice Badge

Have you ever seen the badge over certain Amazon products at the corner of the image? These are categorized as Amazon choice and Bestseller badges. Sellers are often confused between Amazon choice vs Best seller badges. You are probably wondering what is better for their brand? This blog has gathered a detailed guide about each badge and its significance.

Today, Amazon is the leading company in the e-commerce industry worldwide. More than a million businesses sell their products on Amazon’s platform. Online marketplaces provide vendors with the opportunity to use the company’s features to their advantage. For example, Amazon’s Choice and Best Seller badges help its customers select the most appropriate product for their needs from Amazon’s inventory. These badges are earned over time and by doing specific tasks.

Getting on these lists allows companies to be preferred over their competitors and increases sales. Some vendors don’t realize that in order to obtain the Amazon’s Choice or Best Seller badge, there are some tricks of the trade they can utilize. We will learn about the purpose and differences between these two tags and how a seller can obtain one. Let’s take a look at bestseller vs Amazon choice.

Amazon choice vs Bestseller —What’s the difference

Amazon bestseller vs Amazon choice, both tags or badges serve the same purpose; they are materials to help customers. Apart from the fact that they are awarded for different reasons and determined using different standards, everything about these tags is unique. Amazon Choice badges can be a big help for many products to achieve higher rankings in their Best Sellers lists. Product pages can be structured to meet Amazon’s policies for search engine optimization.

There’s almost a sense in which these two badges represent well-defined steps toward establishing a market benchmark, a product that both Amazon and its customers can showcase and be proud of that they purchase and sell from the best brands. To comply with Amazon’s keyword search policy, retailers must frame their product pages appropriately. Ultimately, they will gain the Amazon’s Choice tag, increasing their chances of success. Sellers can also earn the coveted Best Seller badge pretty quickly.

As you can see, the obvious difference between the two tags is in their method of determining them; both tags are assigned for different reasons. Typically, the product that sells the most units in a category gets the Best Seller badge. There are a variety of categories for every product on the e-marketplace. Sellers are encouraged to complete their product pages and list all relevant categories for their products. Furniture, chairs, and work chairs, for instance, can all be categorized as furniture, chairs, and work chairs. If a vendor can sell the most units in a particular category, they can be deemed the ‘#1 Best Seller.’ Sellers have one mission: to sell as much as possible.

Best Seller badges can only be given to good BSRs, while Amazon’s Choice badges can only go to keywords. Having an Amazon’s Choice badge, on the other hand, signifies that the product has sold the most units in every search. Likewise, Amazon uses keyword searches to determine the outcome for which it will award the Amazon’s Choice badge, just as the company analyzes categories for BSRs. Those selling keywords-related products will be rewarded with tags if there are enough conversions. These two tags indicate a customer who is aware, but they are unrelated.

If you still have doubts about Amazon choice vs Best seller badges. Read the bellow detailed guide:

What is the best tag for buyers?

Product sales differ significantly depending on Amazon’s encouraging competition among sellers. Different kinds of ratings are given to different product types and help customers gauge their purchases to a different extent. So when it comes down to Amazon “best seller” vs “Amazon choice,” which is best? A few products rated lower than Amazon’s Choice products have been observed many times. Further, the Prime delivery feature is not exclusive to this product. These instances are evidence that Amazon’s Choice doesn’t identify the most valuable product. Even though they’re bestsellers, some products don’t sell as well as their competitors.

Moreover, Amazon’s Choice is displayed on some products for weeks, but it is removed shortly afterward. The company’s algorithm has not explained this. In contrast, the Best Seller badge has a firmer foundation based on the number of sales. Therefore, the most successful product must also be trustworthy.

In both cases, customers can pick the item they want to purchase, but the Best Seller tag can provide more meaningful insight into the workings of the product than the Amazon’s Choice tag since it is less arbitrary. Occasionally, a flashlight titled “LED flashlight” has appeared with the Amazon’s Choice badge when searched for “flashlight.”. When the searched keyword was “LED flashlight,” the flashlight didn’t show the badge. Search keywords that lead to the Amazon’s Choice tag can sometimes produce skewed results.

Even when searching for different keywords, the Best Seller badges do not disappear. As a result, a fair market system is created, where the vendor with the most sales benefits the most. The most popular products are indicators of the quality of the products. Looking at Amazon’s Choice criteria, it appears that this badge is given to products that present Amazon with the least amount of hassle. We can say, in the Amazon choice vs Best seller contest, just a thin line separates the two tags.

Exactly what is the ‘Best Seller Badge’ or tag on Amazon?

For its vendors, Amazon, the world’s largest online marketplace, offers several systems for promoting its products. One of them is the Best Seller badge. The business model of Amazon’s marketplace is the same in principle – if you have a good product, you’ll get rewarded. When you sell many of your products, it will appear as a Best Seller.

The Best Seller Rank (BSR) is assigned to every product on Amazon, so technically, every product has a Best Seller badge. If Amazon tells you that your product has a Best Seller rank, it means that your product sold more than any other in that category. For example, if you sell the no.1 Best Seller Electric Water Cooler, you are the most successful seller of electric water coolers. However, you will not have a no.1 BSR in the category of ‘Electrical Products.’ Sales data is updated every hour on Amazon. Consequently, product rankings are updated every hour, the ‘Best Seller’ tag is also given to sellers with the highest BSR.

What are the methods Amazon uses to calculate BSR?

There is no clear explanation of how Amazon determines the BSR for every product. Nevertheless, since it depends on the number of units sold, we can agree that two factors are involved:

  • Data from recent sales
  • Historical data on sales

However, we are confident that Amazon analyzes this data as its primary source, although we are not certain what it does with the numbers. You automatically earn the Best Seller badge if you sell more units than any other person in your category.

What is the ‘Amazon’s Choice’ tag?

It is also a coveted trophy for Amazon sellers on their site, the ‘Amazon’s Choice,’ awarded to products that pass the company’s keyword search algorithm the most effectively. It appears that the tag presents a stamp, assuring that Amazon has verified the product. It gives the impression of saying, “We are Amazon, and we endorse this product X.” However, this is seldom the case.

It is not a sales-driven process to earn the Amazon’s Choice badge. Rather, the badge is awarded based on keyword searches, and this is how the badge is earned. For example, imagine a buyer searching for a specific keyword like “gaming chair” and finding your product and purchasing it. Next, another buyer searches for the same keyword and purchases it. As others follow, many people become interested in the same product. You receive Amazon’s Choice badge once you reach a certain level of sales using a specific keyword search.

What is the origin of the ‘Amazon’s Choice’ tag?

Amazon announced its home assistant in 2015, calling it ‘Alexa.’ The device is expected to work using voice commands. For example, if someone said, “Alexa, purchase an ergonomic work chair,” Alexa would automatically search for an “ergonomic work chair” and order whatever product had the “Amazon’s Choice” tag. Quite simply, this is how it works. Sellers’ product names and descriptions must match keyword searches well to receive the tag.

Which algorithm does Amazon use to determine the “Amazon’s Choice” badge?

Being the tech industry giant, Amazon has not revealed the algorithm it uses to determine these tags. We can nevertheless make some educated guesses. No expert has recommended a product to Amazon and has been selected to receive the badge. A product’s success is determined by how many units it sells and how many units it delivers. Amazon, however, uses conversions based on keyword information for this tag.

The following factors are also considered by Amazon when it awards the “Amazon’s Choice” badge:

  • Shipping within 24 hours
  • Low Return Rate
  • Keyword searches have a high conversion rate
  • Prime delivery eligibility
  • Ratings and reviews that are positive

This badge can be earned by any product which meets these criteria. By looking at the tag, customers can be assured of maximum satisfaction with that product. It’s ultimately the multifactor authentication Amazon offers its customers, which indicates that the product they are purchasing is one its company stands behind and vouch for.

The ‘Amazon’s Choice’ product badge signifies that the product adds the most value to Amazon. Since Amazon is primarily a seller-to-buyer facilitator, it will only put its name on products that are not likely to impugn its brand or reputation.

What is the best way to get your products listed as Best Sellers on Amazon?

You might think that getting a #1 Best Seller tag on the internet is the most challenging task ever. The truth is, it’s not so difficult. Here are a couple of techniques companies have tried and tested with great success.

The most important thing is to get the tag you crave for your product. It is therefore important that your product be listed in the appropriate category. Choose categories that are obvious and general. You need to list your product in a less competitive category to handle this challenge. Vendors listing your chair under the “furniture” or “ergonomic work chair” category have little difference in getting the #1 Best Seller badge, as there is less competition.

  • Fast and competitive rates

From market competition, Amazon benefits as well as its vendors. Your job as a seller is to reduce your rates as much as possible in order to maintain the market economy. Please don’t reduce the prices too much, since that will decrease the authenticity of your product. Be sure to design your product to be the most suitable and affordable option for laypersons. If you’d like to increase your sales numbers even further, you can promote lightning deals on Amazon. These are short-term deals that are perfect for boosting your sales.

  • Retain the #1 ranking in the Best Sellers list

The one weakness of best-selling products is that they quickly run out of stock once they hit the top spot. In other words, you should make sure your inventory will not run out when demand increases. Keeping the prices competitive with coupon codes and small discounts will encourage customers to purchase your products more than those from other vendors.

  • Adopt a better advertising strategy

Amazon sellers who are successful consider advertising to be one of the most important aspects of their business. With time, some people become masters of Amazon ads, while others hire professionals to do the work. Opt for PPC campaigns, especially in niches with intense competition, for the best and most proven means of increasing your sales.

Advantages and disadvantages of Amazon’s bestseller badge

Customers will certainly be impressed when they see the Best Seller label on your product. Do you think it is worthwhile to put your efforts towards achieving it? Get a sense of whether it is helpful to pursue the badge by looking at these pros and cons.


  • It is clear and specific what a Best Seller is. According to this expression, the product has proven to be popular and effective. As a marketing technique, this has often been proven to be profitable for sellers in terms of increasing the visibility of their products and enhancing trust. Customers who see the BSR (Best Seller Rank) title will be more enticed to buy it versus Amazon’s Choice badge, which is ambiguous.
  • It is purely based on sales performance and not influenced by others’ opinions. You can change your ranking at any point in time. Likewise, sellers working toward the Amazon’s Choice badge can also change their rankings at any time.
  • No matter what keyword you use to make this badge appear, it remains on your product.
  • This product will appear in the Best Sellers section of our website, accessed from the main menu.


  • Best Seller badges are given based on popularity rather than a specific search term, so one #1 slot can be selected per type of item. Various badges cannot be shown in an unlimited number, and each department is allocated 100 badges.

How to Get the Amazon Choice Badge for Your Products

  • Highlighting Keywords:

As Amazon’s Choice was developed years ago, the badge was tied to good keywords that matched keyword searches with specific words. The purpose was to avoid confusion between products named after different things but with similar meanings. The first may be an Amazon’s Choice product, while the second may not be. A badge can be obtained by conducting keyword research for the product.

  • Qualifications for prime eligibility: 

Amazon’s Choice badges cannot be awarded to products that are not eligible for Prime. For this reason, the badge appears available for immediate shipment when a cursor is placed over it. The best way to ensure the product is in stock, available for shipment, and will arrive within two days is to add Prime to your seller account.

  • Enhancing customer satisfaction:

Until the rating is improved, the badge will not be given to the product with a low customer rating. Unless a seller has a good seller rating, Amazon will not recommend any product to its buyers. Unless a product is considered questionable by Amazon, it will not be recommended to its customers. It depends on the product’s popularity in its category. If the return rate is low, the badge may be awarded.

  • Optimize the listing page for your product 

To increase your Amazon rankings, you should ensure that your listing page is optimized to be as relevant and accurate as of the customer’s search. A clear and straightforward description is one of the easiest ways to do this. Then, you’ll get noticed by Amazon, and your conversion rate will improve.

Additionally, optimization includes detailed information about every component of your product, so the customer doesn’t get anything unpleasant, and returns are lowered. A high-quality image of your product is also very important to optimize your listing page. Amazon allows you to add up to nine photos to each listing to give your customers a thorough impression.

  • Your products should be competitively priced.

If you need to qualify for a Choice Badge, one of the most important recommendations from Amazon is to make sure your product is well priced. To benefit from Amazon’s platform, you must provide a competitive price for each product you sell. You can put your price as low as you want, but it makes getting the Amazon’s Choice Badge so much harder when products are extremely expensive.

Is Amazon’s Choice a Good Thing?

Hundreds of buyers have purchased Amazon’s Choice products, and the customer reviews indicate that these buyers were satisfied with their purchases. Products listed here are all available for immediate shipping, are well priced, have a high rating, and are recommended by Amazon.

Can only major brands earn Amazon’s Choice Badge?

Amazon’s goal is to make its shoppers’ favorite brands available. Consequently, smaller businesses may find it difficult to make it onto Amazon’s Choice list. Major brands are most likely to have products that are most accessible. Products and brands that are less well-known struggle to compete. As a small business owner, it’s good to know that Amazon makes it simpler for potential buyers to purchase your product when you have a good number of sales. The more consumers who can buy a product, the more likely they will buy it. Alexa is key to Amazon’s plan to make its service more and more popular. With Amazon Prime, customers never have to leave the comfort of their own homes to shop and receive fast shipping.

The Selection Process for Amazon Choice Badges

The exact method of determining Amazon’s Choice badges is unknown since Amazon keeps certain things a secret. The choice list is private and not available to the public. Furthermore, it is impossible to tell which brand is recommended by Echo or why one is preferred. However, Amazon does take into account certain factors when making recommendations.

It includes:

  • The rating is positive
  • The volume of sales is high
  • Reasonable prices
  • Shipping on time

These four factors influence Amazon’s decision to award a badge. Choice badges do not always accompany best-selling products; not every product earns the choice badge. Amazon also considers seller feedback and the return rate when deciding whether to sell a product. There are four most important factors listed above that are more important than any other.

Many sellers tried to take advantage of the system by committing fraud. In order to make their products look better, they submitted fake reviews about their competitors. The strategy of considering customer feedback and reviews when selecting products and brands for the Amazon’s Choice badge is ineffective and should not be used. Shipment is another important factor. Amazon Prime guarantees fast shipping to customers, so acquiring a badge requires it.

Amazon Choice vs Best Seller: Hacks for Amazon Choice Badges for FBA sellers

Making product titles more appealing

The optimization of CTRs will be important for searches of products as well. As long as the listing is well-written, consumers will click on it more often than their competitors. It is recommended that titles include specific attributes on Amazon, thus resulting in a higher ranking. In addition to the product description and brand, a list of the ingredients or materials, the line of products, and the quantity, size, and color are provided.

Values that are Precise

Recently, $0.99 has become a very common price. The consumer has become accustomed to seeing this figure, so they know that this is not as good a deal as the sale itself. A simple experiment can resolve this issue; the seller needs to use different numbers for their cents. The seller will most likely see sales increase if they have the right combination since purchasers will believe they are getting a better deal on the purchase.

Product descriptions and bullet points that are compelling

As the user looks through the products available, this will catch their attention. This can be accomplished by using compelling descriptions and bullet points to convince the user that the product is superior to the competition. The best way to overcome potential objections is to demonstrate the product’s benefits and features by combining various answers. A good way to ensure the listing stands out from all the rest is to use a big picture.

What’s more in demand: Amazon Choice Product vs Best Seller?

This post has discussed in-depth Amazon choice vs Bestseller badge. Even though both badges significantly impact consumer purchase intentions, the best seller badge is by far the more desirable one. The main difference is that bestseller badges are awarded to brands with a more tangible way to control this. It doesn’t mean you will be rewarded with a badge if you make these changes. It is still possible to increase your chances of earning these badges by giving the other brands more tough competition.

Unfortunately, earning it can be not easy at first. Additionally, these badges fluctuate over time, similar to other Amazon achievements. Although, Amazon’s choice badge still lasts longer than its best seller badge.


Amazon’s Choice and Best Seller badges are great places to start if you want to gain more exposure for your products. There are benefits to each of them, as you’ll see throughout this review and guide. Though Amazon’s Choice can’t stand up to Best Seller in terms of profits, it has clear advantages in terms of customer satisfaction. Its benefits also include visibility and predictability. You can easily pursue BSRs and get more clients by doing so. It can become difficult to pursue Amazon’s Choice, as its criteria are very vague, so it is a waste of time and resources to try.

We hope this article provides good guidance on Amazon choice vs Amazon best seller badges and how a seller can earn one. Remember, requiring any of these badges requires hard work, dedication, and honest work.

Picture of Zeeshan Riaz <br> <span class="designation">Chief Operating Officer</span>
Zeeshan Riaz
Chief Operating Officer

With education and experience in IT. Law and E-commerce industry, I have successfully helped more than 250 E-commerce businesses worldwide to reduce their operational cost with cutting edge eCommerce Marketing Services. I do manage a team of more than 250 people team which includes Amazon, eBay, Shopify, website development, SEO and SMM experts.

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