If you shop on Amazon, you’ve probably noticed a black “Amazon’s Choice” banner appear on certain products in search results. Amazon initially launched it as a designation for products that it deemed Alexa-worthy, knowing it would overwhelm shoppers if voice-activated devices had to read numerous search results out loud. “When you make a voice purchase request, Alexa searches through Prime-eligible items from your order history and Amazon’s Choice items.”
Because of the positive response from shoppers, it decided to expand the designation to Amazon.com and the Amazon App.
But how do you get Amazon to display the Amazon’s Choice banner for your products? Cnet tried to answer that question in an article published on Wednesday. It’s an excellent piece that concluded there’s an algorithm involved, but it’s shrouded in mystery.
We did some research of our own and asked Amazon and an ecommerce expert to see if sellers could take any steps to win the Amazon’s Choice designation for their products. Here are some key takeaways:
– All products that are shipped and sold by Amazon or Fulfilled by Amazon are eligible to receive the Amazon’s Choice designation.
– Sellers cannot buy the Amazon’s Choice designation.
– Hundreds of thousands of products are part of program.
– Amazon bases its Amazon’s Choice product recommendation on various factors including popularity, rating and reviews, price, shipping speed, and more.
– The best way for sellers to ensure their products are being considered is to provide high quality, well reviewed, competitively priced products that ship with Prime.
In a video segment published last week, Clavis Insight’s Danny Silverman recommended that sellers wanting to win the Amazon’s Choice designation focus on the fundamentals. In addition to being Prime-eligible, a product must be available and replenishable and must have a rating of 4 or greater, he said.
“At the end of the day, the same things that drive Voice search is what drive desktop and mobile,” Silverman said. “If you have the data and you have the insights to understand what’s working and what’s not, and you optimize against those for desktop and mobile, you’ll win for voice at the same time.”