Amazon Badge: What They Mean & How to Earn Them

Amazon offers various amazon badge, each communicating a unique message to potential buyers. Let’s break down eight of the most impactful badges that can help improve your conversion rates.

1. Amazon Best Seller Badge

The bright orange ‘Best Seller’ badge is displayed on products that consistently achieve high sales within a particular category or subcategory. Among the top 100 products, the one with the highest sales secures the coveted ‘#1 Best Seller’ badge.

Each Amazon marketplace maintains its own ranking of best-selling products. This badge is automatically awarded to products demonstrating strong, ongoing sales, with updates occurring every hour. However, if sales performance declines, the badge can be removed.

The Best Seller badge assures shoppers that many others have already purchased the product, increasing buyer trust and credibility.

2. Amazon’s Choice Badge

The black ‘Amazon’s Choice’ badge is granted to listings that Amazon identifies as delivering an excellent customer experience, based on factors like:

High positive review count
Competitive pricing
Reliable availability
Fast shipping

Originally created for Voice Search assistants, this badge highlights the importance of including high-volume search terms in your product listings. By optimizing your product title, bullet points, and descriptions, your product is more likely to be recommended by Alexa or other voice search tools.

According to Amazon, products carrying the Choice badge see an increase in sales by at least 10% because it assures shoppers they’re making a smart purchase.

3. Amazon Prime Badge

The transparent blue ‘Prime’ badge indicates that a product is eligible for free 1-2 day delivery, but only for Prime members.

Products displaying this badge enjoy increased exposure in search results and have a higher chance of winning the Buy Box, thanks to Amazon’s search algorithm. Additionally, Prime members, who statistically shop more frequently, are more likely to buy products with this badge.

To receive it, sellers must use either Fulfillment by Amazon (FBA) or Seller Fulfilled Prime (SFP). FBA sellers get this badge automatically, while SFP sellers must pass a trial period and continue meeting Amazon’s standards.

4. Amazon New Release Badge

If you’ve recently launched a product, you have 90 days to qualify for the orange ‘New Release’ badge. It’s awarded to new listings that achieve strong sales growth within the first three months.

To increase your chances of securing this badge, it’s essential to drive traffic through PPC campaigns or social media promotions. Optimizing your listing with relevant keywords will also improve organic search visibility.

Similar to the Best Seller badge, Amazon updates the New Release badge hourly. The primary requirement is achieving a high volume of sales quickly to demonstrate strong early performance.

5. Savings, Coupons, and Discount Badges

Green and red badges on Amazon indicate available discounts, savings, or coupons. The green badges highlight coupons and savings offers, while the red ones denote current discounts.

Amazon charges sellers a small fee — typically around $0.50 — for every coupon redeemed. You can create discount offers via the ‘Deals’ tab in your Seller Central Advertising dashboard, where you can set discount amounts, limits, and conditions.

There’s also a red ‘Lowest Price in 30 Days’ badge, signaling that a product’s price hasn’t been this low in the past month.

While these badges attract deal-seeking customers, it’s important to calculate costs carefully to ensure profitability when launching discount campaigns.

6. Limited-Time Deal & Deal of the Day Badges

The red ‘Limited-Time Deal’ and orange ‘Deal of the Day’ badges catch customers’ eyes by highlighting time-sensitive discounts.

To qualify, sellers can submit their promotions via the ‘Deals’ tab in Seller Central. The ‘Deal of the Day’ is reserved for offers Amazon deems most attractive.

Eligibility requires:

A solid sales track record
At least a 4-star rating
FBA or SFP fulfillment
Low return rates

These badges can help drive urgency and lift sales but come with associated promotional fees per unit sold during the deal period.

7. Amazon Climate Pledge Friendly Badge

As sustainability becomes a bigger priority for shoppers, Amazon introduced the green ‘Climate Pledge Friendly’ badge. This badge appears on products with environmentally friendly attributes, and shoppers can click the badge to learn about those features.

To earn it, products must be certified by one or more of Amazon’s 18 sustainability certification partners. While the badge is typically awarded automatically, sellers can also request a review through Seller Central if they believe their product qualifies.

This badge can greatly improve a product’s appeal to eco-conscious buyers and strengthen your brand’s reputation.

8. Amazon Small Business Badge

For private label sellers, the ‘Small Business’ badge is relatively easy to secure. This transparent icon appears on products if they meet these criteria:

Annual revenue under $50 million
Fewer than 100 employees
Participation in Amazon’s Brand Registry or Handmade program

Sellers can apply for the badge by contacting Selling Partner Support and submitting their business details. If eligible, the badge is typically granted within 10 days.

Many customers actively support small businesses, so this badge can provide a meaningful sales advantage.

How to Improve Your Chances of Earning Amazon Badges?

Badges like the Best Seller and Amazon’s Choice are closely tied to product visibility and sales performance. By strengthening your overall business strategy, you can improve your sales metrics and increase your chances of earning badges.

Run PPC Campaigns

Running pay-per-click (PPC) campaigns can help boost your product visibility on Amazon’s search results pages. Make sure to target the right keywords that align with how customers search.

For new product launches or campaigns without enough historical data, researching successful competitors can be invaluable. By analyzing their listings and keyword strategies, you can better tailor your ads to reach your audience and drive sales.

Using a Reverse ASIN Lookup tool through Helium 10 can reveal competitors’ top-performing keywords.

To use it:

Enter your competitor’s ASIN.
Select your Amazon marketplace.
Click ‘Find Keywords.’
Review the suggested keywords based on search volume and trends.

This strategy will help you discover high-converting search terms for your own campaigns.

Optimize Your Product Listings

Amazon favors well-optimized listings, increasing their chances of ranking higher in search results.

To enhance your listing performance, focus on:

Effective product titles, bullet points, and descriptions — Stay within Amazon’s character limits while highlighting your product’s features and benefits clearly.
High-quality product images — Upload professional, high-resolution photos showcasing your product from various angles and in use-case scenarios to build trust with potential buyers.
Thorough keyword research — Incorporating frequently searched keywords into your listings ensures better visibility in Amazon’s search algorithm, which is especially vital for earning an Amazon’s Choice badge.

Key Tips for Earning Amazon Badges

While each badge has specific criteria, five strategies universally increase your chances of qualifying:

Choose FBA or SFP fulfillment—required for the Prime badge and deal creation, while also improving delivery speed and sales potential.
Encourage positive reviews—aim for at least 30 positive reviews to boost credibility and sales, which are vital for achieving badges like Best Seller and Amazon’s Choice.
Maintain a high product rating—a 4-star rating is often the minimum for participating in deals and promotions.
Set competitive pricing—strategically priced products are more appealing to shoppers and can increase your sales, improving your chances of earning sales-based badges.
Keep adequate stock levels — Amazon favors well-stocked products, boosting your chances of winning the Buy Box and maintaining a strong listing presence.

Remember to stay updated on Amazon’s badge criteria, as requirements can evolve. Regularly reviewing current standards ensures your efforts align with Amazon’s latest guidelines.

Conclusion

While Amazon badges are powerful promotional tools, they shouldn’t be your only focus. Most badges are awarded to listings with strong existing performance, so improving your listing’s overall appeal and strategy is essential.

SAECOM FBA Pro can streamline your keyword research and strengthen your listing optimization efforts. Doing so will increase your product’s visibility, sales, and ultimately your chances of earning Amazon badges that boost your brand credibility and revenue.