Amazon's Choice: what is it? Easily explained

Did you notice the "Amazon's Choice" banner while browsing Amazon? Read here exactly what it is and why you only see it for certain products.

What does "Amazon's Choice" mean?

If you want to buy a product from Amazon, the online shop wants to make your search as convenient as possible. Which search results are shown to you at the top depends on the recommendations, popularity, availability and also your personal preferences for recent purchases via Amazon. In addition, some products are also advertised with the Amazon's Choice badge:

• Amazon's Choice is a buy recommendation for you.
• This will also be communicated to you when you click on the banner, then you will see the message "Amazon's Choice recommends top rated, immediately available products at an affordable price" .
• Especially if you want to buy everyday items where the purpose is most important, thanks to Amazon's Choice you can be sure that you will quickly find a cheap product that is available.
• When buying furniture, clothes, technology or decoration, you should of course rely on your own preferences and dimensions or technical details rather than on the banner.
• Amazon's Choice has also been developed for purchase through Alexa: Since the smart assistant can only make a suggestion for the purchase, Alexa will almost always recommend the Amazon's Choice product. Only if you have previously ordered another product is this recommended for the same search query.

Known specific criteria for Amazon's Choice

Even if this is not recognizable on the German website, the US version of Amazon provides clear criteria for why products are labeled as Amazon's Choice:

• Prime delivery possible
• at least 4 stars with the highest possible number of customer reviews
• high purchase rate among users looking for a relevant keyword
• comparatively low return rate
• Bestseller status of the product in the corresponding product category of the retailer

As a customer, you have these advantages: Amazon's Choice banner

In addition to some basic requirements, such as the availability of the products, there are some details about the allocation of the Amazon's Choice banner:

• So far, all recommendations have one thing in common: You can also buy Amazon's Choice products through Amazon Echo.
• Different products are recommended to different customers if available. This is because Amazon's Choice also depends on your personal preferences such as color or model settings for past searches on Amazon.
• In comparison with other products, the sales price must be classified as reasonable. You may still find cheaper products at other online shops. The Amazon's Choice badge is therefore no guarantee of the cheapest price.

What products can be advertised with Amazon's Choice?

If you are an Amazon seller yourself, you qualify to receive an Amazon's Choice banner for one of your products through a number of features.

• The product is rarely returned. The returns are measured based on the product category.
• Customers rated the product very well - it should have at least 4 stars on average with around 800 customer reviews.
• When a customer searches for a specific product, the potential Amazon's Choice product is viewed very frequently.
• Prime delivery must be available for the item.
• The corresponding product in your range is one of the best-selling.