One powerful tool that can give you a competitive edge and boost your credibility is Amazon badges.
In this guide, we are delving into the different types of Amazon badges available to sellers and vendors, their significance, benefits, strategies to obtain and maintain them as well as their potential impact on your bottom line. Whether you’re a seasoned Amazon seller or a newcomer to the platform, understanding and leveraging these badges may significantly impact your brand’s success.
Understanding Amazon Badges and their significance
Amazon badges are like special stamps that products get when they meet certain criteria. These badges serve as visual indicators to customers, highlighting various attributes that can influence their purchase decisions. The psychology behind badges is profound – they instill a sense of trust and confidence in the minds of consumers, ultimately leading to higher conversion rates and increased sales.
Types of Amazon Badges, their criteria, and potential impact on sales
Amazon’s Choice Badge
Amazon’s Choice badge is awarded to products that are highly rated, well-priced, and available for Prime shipping. It’s essentially Amazon’s way of endorsing products that align with their customer-centric values.
This badge is awarded to products that meet the following criteria:
- Have a high customer rating (4.5 stars or higher)
- Have a fast shipping option (usually Amazon Prime)
- Are in high demand
Amazon’s Choice Badge
Within the product listing, Amazon specifies the category or keyword for which the product has earned the badge, see two examples below.
Various studies have shown that products with the Amazon’s Choice badge can see a significant increase in traffic and sales, with figures ranging from 17% to 25%.
There are a few reasons why the Amazon’s Choice badge can have such a positive impact on sales:
- The badge signals to customers that a product is a good value and is likely to be of high quality.
- The badge helps products to stand out from the competition, which can lead to increased visibility in search results and on product listings.
- The badge can help to build customer trust by signaling that Amazon has vetted the product and believes it is a good choice for customers.
Best Seller Badge
Products that consistently rank among the top-selling items in their category earn the Best Seller badge. This badge is a testament to a product’s popularity and demand.
This kind of recognition can catch the eye of shoppers and encourage them to choose a product that others have already shown interest in, thanks to the psychology of social proof – people tend to trust products that others have already found valuable.
This badge is awarded to one product within each category or sub-category. The criteria for being a best-seller vary depending on the category, but they typically involve having a high number of sales and positive reviews.
Best Seller Badge
Additionally, there’s a list of the top 100 best-selling products – you can find an example here – but these items don’t have the badge, only the best seller has.
Various studies have shown that products with Amazon Best Seller badge were:
- 45% more likely to appear in the first page of search results,
- 17% more likely to receive more traffic, and
- 25% to 30% more likely to be purchased.
The badge signals to customers that a product is popular and well-liked which affects positively the sales of the product that carries it!
Amazon Exclusive Badge
The Amazon Exclusive badge is a label given to products that are available exclusively on Amazon. This badge helps customers identify unique and innovative products that can only be purchased through Amazon’s platform. It’s intended to highlight items that provide a distinct shopping experience and are not available from other retailers.
Amazon Exclusive Badge
New Release Badge
Awarded to newly launched products that gain traction quickly. It helps these products gain visibility in their early stages.
New Release Badge
The criteria for being a new release vary depending on the category, but they typically involve being released within the past 30 days.
Some A/B tests done and studies from various Amazon platforms showcased that Amazon New Release badge increased traffic, sales and conversion rates for product listings from 15% to 17%.
The Amazon New Release badge can have such a positive impact on sales as it signals to customers that a product is new and trendy.
If you are a seller on Amazon, the Amazon New Release badge is a valuable asset. By earning the badge, you can increase your chances of success on Amazon and reach more customers.
Here are some tips for earning the Amazon New Release badge:
- Launch your product on Amazon at the right time: The best time to launch a new product on Amazon is during peak shopping seasons, such as the holiday season or back-to-school season.
- Price your product competitively: Make sure that your prices are in line with the prices of other similar products on Amazon.
- Promote your product on social media and other channels: Let potential customers know about your new product by promoting it on social media and other channels.
- Optimise your product listing: Make sure that your product listing is optimised for search engines and that it includes all of the relevant keywords.
Amazon Prime Badge
This badge is awarded to products that are eligible for free two-day shipping with Amazon Prime. The Amazon Prime Badge is available not only to products shipped through FBA but also to sellers enrolled in SPF (sellers sending their products directly to customers).
Amazon Prime Badge
Products with the Amazon Prime badge tend to receive 17% more traffic and 30% more likely to be purchased than products without the badge.
Amazon Prime badge signals to customers that a product is available for free two-day shipping. This can be appealing to customers who are looking for convenience and who don’t want to wait for their orders to arrive.
Climate Pledge Friendly Badge
A badge that indicates products that meet certain sustainability criteria, encouraging environmentally conscious consumer choices. The standards include things like using recycled materials, reducing packaging waste, and offsetting carbon emissions.
Climate Pledge Friendly Badge
Amazon has partnered with a wide range of external certifications, including governmental agencies, non-profits, and independent laboratories, and created their own certifications to help them distinguish more-sustainable products. You can find all of them listed here.
Although there are no concrete studies that have measured the impact of the Amazon Climate Pledge Friendly badge on sales, an independent study commissioned by SmartestEnergy reveals that 81% of people prefer to buy from sustainable sellers.
There are a few reasons why the Amazon Climate Pledge Friendly badge can have such a positive impact on sales:
1. The badge signals to customers that a product is sustainable and environmentally friendly. This is important to many consumers, who are increasingly looking for products that align with their values.
2. The badge helps products to stand out from the competition. In today’s market, there are many products that claim to be sustainable. The Amazon Climate Pledge Friendly badge helps to distinguish products that have actually met Amazon’s sustainability standards.
3. The badge can help to build customer trust. Amazon is a trusted brand, and the Amazon Climate Pledge Friendly badge signals that Amazon has vetted the product and believes it is a good choice for customers.
4. Amazon is currently highlighting products that have the Climate Pledge Friendly badge over products that don’t in competitor’s listings.
This badge is awarded to products that are handmade or hand-crafted by individual sellers.
To earn the Amazon Handmade badge, you must meet the following criteria:
- Be a brand-registered seller: To sell handmade products on Amazon, you must be a brand-registered seller. This means that you must have a registered trademark for your brand.
- Sell handmade products: The products you sell must be handmade or hand-crafted by individual sellers.
- Meet Amazon’s quality standards: Amazon has certain quality standards that must be met in order to qualify for the Handmade badge. These standards include things like using high-quality materials and craftsmanship.
- Provide clear product descriptions: Your product descriptions must be clear and accurate. They should also include information about the materials used, the manufacturing process, and the care instructions.
- Offer competitive prices: Your prices should be competitive with other similar products on Amazon.
- Provide excellent customer service: You must provide excellent customer service to your customers. This includes responding to customer inquiries promptly and resolving any issues that may arise.
Small Business Badge
This badge is awarded to brands that meet certain criteria, including having fewer than 100 employees and less than $50 million in annual revenue. It is a blue badge with the text “Small Business” that appears on the search results page, at the bottom of each relevant listing, and on the listing page itself beneath the product details. The badge helps customers to identify products from small businesses and support them.
Small Business Badge
To qualify for the Amazon Small Business badge, sellers must meet the following criteria:
- Be a brand-registered seller (or be an Amazon Handmade seller).
- Have fewer than 100 employees.
- Have an annual revenue of less than $50 million.
Additional Details: Small Business
Most brands are automatically recognised and automatically enrolled, they don’t need to apply. However, if a seller thinks it’s eligible then they can contact Selling Partner Support to let them know their interest. Once approved, the badge will automatically appear on eligible products.
As with the Amazon Climate Pledge badge, there is no concrete study that has been conducted to measure the impact of the Amazon Small Business badge on sales. However, the badge signals to customers that a product is sold by a small business. This can be appealing to customers who want to support small businesses and local economies.
Limited-Time Deal, Lightning Deal and Deal of the Day Badges
These badges are awarded to products that are currently on sale. They may appear in different colors and shapes, depending on the type of deal.
Limited-Time Deal, Lightning Deal and Deal of the Day Badge
Some studies performed to determine the impact of these badges on sales, have shown that products with a Lightning Deal badge received up to 17% more traffic and saw an increase in sales and conversion rate of up to 25%.
One of the main reasons these badges have a significant impact on sales is that they signal to customers that a product is a good deal. This can be particularly appealing to shoppers seeking attractive deals.
Extra Savings, Coupon and Discounts Badges
These badges are awarded to products that offer additional savings, such as coupons or discounts. They may appear in different colors and shapes, depending on the type of savings.
Extra Savings, Coupon and Discounts badge
To set a coupon on Amazon to earn the coupon badge, you must follow these steps:
1. Go to the Coupons section in Seller Central.
2. Click Create a new coupon.
3. Enter the following information:
- Coupon name: A clear and concise name for your coupon.
- Coupon type: The type of discount you want to offer, such as a percentage off or a dollar amount off.
- Coupon start date: The date when your coupon will start being applied.
- Coupon end date: The date when your coupon will stop being applied.
- Coupon eligibility: The products or categories that your coupon will be eligible for.
- Coupon usage limit: The maximum number of times your coupon can be used.
- Coupon discount: The amount of the discount you want to offer.
- Click Create coupon.
Visit this page to read the Amazon coupon terms & conditions.
Various studies have found that products having these badges are between 10% and 15% more likely to be bought.
As with previous type of badges, one of the main reasons these badges have a significant impact on sales is that they appeal to customers who are looking for attractive deals.
Benefits and impact of Amazon Badges for products
Not all badges are created equal and some have higher impact on consumer behaviour than others. Three main benefits they offer are listed below.
Firstly, they boost visibility as they help products stand out in search results, leading to higher visibility and more clicks.
Based on some studies mentioned above, they also generate higher conversion rates for products marked with them as they convey credibility and customers are more likely to trust and buy products with these visual endorsements like the best sellers badge or if consumers are sensitive to the environment they may prefer a product that is marked with climate pledge badge.
Lastly, they provide competitive advantage in a saturated marketplace by helping products differentiate themselves from similar offerings.
Strategies to obtain and maintain Amazon Badges
Earning and maintaining badges requires strategic effort and some that we highly recommend you focus on are:
- Provide Quality and Satisfaction: Prioritise product quality and customer satisfaction to earn positive reviews, a crucial factor for many badges.
- Appy Marketing Effectively: Utilise Amazon’s advertising tools and influencer collaborations to promote your products and increase sales performance.
- Encourage Positive Reviews: Good reviews are often the foundation for badge eligibility.
- Optimise Your Listings: Create compelling and informative product listings on Amazon that highlight the features and benefits of your products.
- Leverage FBA or SFP: Both get the prime badge which is the requirement for the amazon choice’s badge
Potential challenges and how to overcome them
Obtaining Amazon badges is not always a straightforward process, and several challenges might arise along the way. However, with the right strategies and approaches, these challenges can be effectively addressed.
One common challenge is dealing with negative reviews, which can impact your eligibility for badges. Negative feedback can affect your overall ratings and perception among customers. To overcome this challenge, it’s crucial to promptly address customer concerns. Engage with dissatisfied customers, listen to their feedback, and take necessary steps to resolve their issues. Demonstrating responsiveness and a commitment to customer satisfaction can help mitigate the impact of negative reviews on badge eligibility.
As more sellers aim to earn badges, competition can become more intense. Standing out amidst this competition requires a focus on differentiation and customer satisfaction. Identify unique selling points for your products and highlight them in your listings. Emphasize what sets your products apart and how they fulfill customers’ needs better than alternatives. Additionally, prioritise providing exceptional customer experiences. Outstanding customer service, along with product quality, can contribute to gaining an edge over competitors and enhancing your badge eligibility.
The landscape of customer preferences is constantly evolving. Staying attuned to changing trends is essential to meet evolving badge criteria and maintain badge eligibility. Regularly monitor shifts in customer preferences, market trends, and competitor strategies. Adapt your product offerings and marketing approaches to align with these changes. By staying flexible and responsive to evolving preferences, you can ensure that your badge eligibility remains intact even in the face of shifting market dynamics.
While the desire to earn badges is understandable, maintaining ethical practices is paramount. Upholding the integrity of badge acquisition is crucial for long-term success. Strive to earn badges through genuine efforts to provide excellent products and exceptional customer experiences. Avoid engaging in unethical practices or attempting to manipulate badge eligibility artificially. Such practices can lead to negative consequences for your business’s reputation and relationships with customers and Amazon.
The world of Amazon badges is continuously evolving, presenting opportunities for new developments and trends. As customer awareness of sustainability grows, badges related to environmentally friendly practices may gain prominence. Additionally, as technology continues to advance, badges highlighting technological innovations or compatibility could become relevant, especially with the rise of smart devices. Staying informed about these potential future trends can help you proactively prepare for upcoming changes in the badge landscape.
Amazon badges are one way that Amazon offers for brands to enhance their credibility, visibility, and ultimately, their sales. By understanding the types of badges available, the criteria for earning them, and the strategies to excel, sellers and vendors can navigate the competitive Amazon landscape with confidence and enjoy the additional traffic, sales, and conversion rates that the badges bring with them.
We always advise our brands to focus on excellence in performance metrics, as this will inevitably result in them earning some of the coveted badges.