A Best Seller or Amazon’s Choice badge on your listing is often the difference between a shopper clicking your product or scrolling past it. Badges signal credibility, create urgency, and boost visibility right on the search results page.
Unlike ads that require constant spending, badges are Amazon’s way of rewarding performance. They highlight products that sell fast, deliver reliably, earn positive reviews, or meet specific program criteria like sustainability or small-business recognition. In short, they tell customers: “You can trust this product.”
In this guide, we’ll break down the main types of Amazon badges, what they mean for your brand, and actionable steps you can take to earn them.
What Are Amazon Seller Badges?
When a customer scans the search result pages on Amazon, certain listings have tiny color-coded ribbons. These powerful visual indicators on marketplaces are called badges. They act like speed bumps and catch customers’ attention.
As of April 2025, Amazon operates across 23 marketplaces worldwide. Professional sellers are free to sell on multiple Amazon marketplaces targeting various niches. However, if a seller’s products are bestsellers in the US, it does not guarantee they will earn the same badge in a different country.
Why Are Amazon Badges Important?
Amazon seller badges directly influence how shoppers perceive your product and how often they choose it. Here’s why they’re so important:
- Boost sales and conversions: Badges improve click-through rates and give shoppers confidence to buy. For example, listings with the Amazon’s Best Seller badge saw a 41.5% lift in sales, while products with the Small Business badge recorded an average increase of 13.5% in weekly sales across 100,000+ ASINs.
- Build trust and credibility: Badges act like Amazon’s seal of approval. When a product shows Best Seller or Amazon’s Choice, it signals to buyers that Amazon recognizes it as popular, reliable, or competitively priced. This shortcut helps reduce hesitation and speeds up purchase decisions.
- Improve visibility and discoverability: Amazon favors badge-winning products in search rankings. Best Seller items get featured in “Top 100” sections, while Amazon’s Choice appears directly for keywords in search. These placements make your listings easier to find in crowded categories.
- Level the playing field for smaller brands: Badges allow newer or lesser-known brands to compete with established players. Even if your brand isn’t a household name, the right badge can give you the same trust signals as market leaders.
- Strengthen long-term brand growth: Earning badges doesn’t just bring short-term sales. They also create momentum: repeat purchases, stronger reviews, higher ratings, and eventually better pricing power. Over time, badges help reduce reliance on discounts or constant ad spend to keep sales up.
Types of Amazon Seller Badges
Rewarding listings with types of Amazon badges encourages sellers who adhere to the marketplace’s guidelines. Here are the nine types of Amazon Seller Badges and tips on how to get them for your listings.
1. Amazon Best Seller Badge
On Amazon, customers can access category-wise best sellers directly from the best seller tab on the home page, or the best seller listings show up on top of the customer search results.
Amazon has a tab called ‘Movers and Shakers’ that features the biggest gainers in sales rank compared to the products featured before 24 hours. If the products featured on this page consistently achieve good sales, they get the bestseller badge.
Who Gets It?
Top 100 best sellers in every category
How to Get an Amazon Best Seller Badge?
A product with high sales velocity in every sub-category within a category gets a bestseller badge. Brands selling on Amazon have to aim to increase their sales. To achieve this goal, sellers have to:
- Create a perfect listing to boost the conversion rate
- Review competitor pricing and adjust pricing
- Maintain consistent sales
Do you know that bestseller brands on Amazon are updated every hour? At MetricsCart, we offer brands the service of real-time bestseller monitoring in their chosen category and provide digital shelf analytics of the listings to improve organic sales.
2. Amazon Choice Badge
Amazon’s Choice badge is valuable, as Amazon’s recommendation adds credibility to the product and leads to more sales for the seller.
Who Gets It?
Amazon rewards the product listings that offer a positive customer experience. If the items are rated above 4 stars, purchased often by customers, and returned infrequently, get an ‘Amazon Choice Overall Pick’ badge.
How to Get an Amazon Choice Badge?
Amazon’s algorithm determines the listing worthy of the Amazon Choice badge. To increase the probability of getting this badge, sellers’ product listings should:
- Show the match for the keywords when customers key in or do a voice search
- Have a high number of positive reviews and good rating
- Price the products competitively
- Qualify for Prime for faster delivery
- Have a strong best-seller ranking
READ MORE | Did you know catalogs optimized for frequently searched keywords have a high conversion rate? Read E-Commerce Product Page Optimization: Tips and Examples
3. Amazon Prime Badge
The products with the Amazon Prime badge offer fast delivery at no additional cost, which attracts Prime customers. Such listings receive a higher ranking on the search result page and increase the probability of winning a Buy Box.
Who Gets It?
Sellers who choose FBA as their fulfillment method are automatically considered for Amazon Prime. Otherwise, they must complete a 30-day trial period to offer customers free fulfillment. On successfully completing the seller-fulfilled-prime trial period, sellers get a Prime badge.
How to Get an Amazon Prime Badge?
Sellers interested in getting a Prime badge should complete 30 days of the trial period by meeting Amazon’s requirements:
- Ship 100 or more packages
- Achieve 93.5% on-time delivery rate
- A tracking rate of at least 99%
- A seller-initiated cancellation rate should not be more than 0.5%
- Offer one-day or two-day delivery with no additional charge for Prime customers
4. Amazon New Releases Badge
Products that generate sales during the first few days of being listed qualify for this badge.
Who Gets It?
New listings with high sales velocity
How to Get an Amazon New Release Badge?
After launching a product, it takes time for the listing to rank up on the first page to generate visitors. To build momentum and win the buy box on Amazon, sellers can:
- Ensure the product listing is optimized to increase organic sales.
- Promote the listings using pay-per-click (PPC) advertisements or other marketing techniques.
5. Climate Pledge Friendly Badge
The listings highlighted with a leaf icon target customers who care about preserving the environment.
Who Gets It?
The seller who sells products that satisfy specific environmental or sustainability standards receives this badge.
How to Get a Climate Pledge-Friendly Badge?
- The product should contain at least 50% recycled material
- It should have sustainability features recognized by trusted certifications
- The manufacturing facility of the product protects workers’ rights and health
- The chemicals used in the manufacturing should be safe for humans and the environment
READ MORE | What are Amazon’s top-selling climate pledge-friendly products? Here is an in-depth analysis of Digital Shelf Insights: Best Performing Climate Pledge-Friendly Brands on Amazon.
6. Small Business Badge
A small business badge goes along with products listed by US-based innovators, women entrepreneurs, military family-oriented start-ups, and black-owned businesses.
Who Gets It?
It is up to the sellers if they want to or not to display this badge along with the listings.
How to Get a Small Business Badge?
- Seller must have an active minority-owned business registration
- The brand employs fewer than 100 people
- Generates an annual revenue of less than $50 million on and off Amazon
- If the seller owns the rights to the brand. They can register on the brand registry or participate in the ‘handmade’ program to improve visibility.
7. Limited Time Deal Badge
Coupons, discounts, and limited deals are badges that are paid advertising units.
A limited-time deal signifies the availability of products at special prices for 4-6 hours. Customers can access all the products offering limited-time or lightning deals directly from the ‘Today’s Deal’ tab.
The downside is that Amazon charges a fee even if the deal doesn’t generate sales.
Who Gets It?
It is up to the sellers to decide if this badge is worth their investment. Customers invest in this badge for the following reasons:
- As part of their launch strategy, some brands feature the product in limited-time deals to boost brand awareness.
- An urgency is created among customers to buy the item at a discount and ultimately reduce excess inventory.
- To increase traffic and sales volume for a product that is selling well.
How to Get a Limited-Time Badge?
- Specific products such as tobacco or alcohol do not qualify for inclusion in this deal.
- Sellers may have to offer an additional discount to boost product visibility on more competitive days, such as Prime Day or Black Friday.
- The seller has to be Prime eligible, sell new products in good condition, and have at least a 3-star rating.
8. Coupon Badge
Having a coupon gives your product a badge indicating the benefits in the form of extra savings that the customer gets when purchasing such products.
How to Get a Coupon Badge?
The seller can add the coupons and the deal period through Amazon Seller Central. Amazon collects a fee every time a customer redeems a coupon.
9. Editors’ Pick Badge
According to Statista Consumer Insights survey 2024, 71% of readers bought books from Amazon. And books with an Editor’s Choice badge tend to sell more than others.
Kantar market research company testified that 57% of global book buyers do not shop with a specific title in mind. In such a scenario, having an Editors’ Pick badge helps shoppers and sellers.
How to Get an Editors’ Choice Badge?
There is a dedicated team of Editors at Amazon. They curate the titles released from January through June. They select the top 20 books of the year within a category and assign a badge to books in every category to appease all kinds of readers. To increase the chances of earning this badge, writers have to:
- Ensure the quality of the book meets Amazon’s standards.
- Be active in the Amazon community by participating in forums and answering customer queries.
- Introduce your book to Amazon editors and reviewers.
- Create a buzz on social media and traditional media.
Tips to Win an Amazon Badge
- Earning a badge for large categories is more complex than for niche categories.
- You could boost your chances of earning the badge by optimizing your listings.
- Avoid category stretching by listing products under irrelevant categories.
- Offering deals on Prime Day tends to be more expensive than any other promotion day.
The listings that carry Amazon badges consistently capture more shopper attention and often win the sale right from the search results page. If your products haven’t secured a badge yet, it may be time to look closely at how your competitors are doing it.
With MetricsCart‘s suite of digital shelf analytics tools, you can track your products’ digital shelf performance on Amazon, uncover insights into what’s driving competitor badges, and take targeted steps to improve your own chances. Book a walkthrough and get started today with a personalized brand performance report.
Get a Clear View of Your Path to Amazon Badges!
FAQs
Amazon seller badges are icons that highlight product performance, trust, or offers. They help shoppers quickly identify top-rated, best-selling, or specially certified products.
Badges are awarded based on performance, content quality, fulfillment, and pricing. Sellers need optimized listings, competitive prices, strong sales, and reliable delivery.
Keep ratings above 4 stars, maintain stock, offer fast Prime shipping, and price competitively. Amazon’s algorithm selects products that best match customer searches.
Drive consistent sales volume, improve search ranking through ads and promotions, and ensure your product outperforms others in its category.
Badges increase visibility, build shopper trust, and boost click-through and conversion rates, giving your product a clear edge in competitive categories.
