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How to Get Amazon Badges in Your Product Listings

As a seller on Amazon, you’ve likely come across several different badges next to a product listing like the Best Seller Badge, Amazon’s Choice Badge, and more. The goal of these unique ribbons is to help customers make an informed buying decision, and earning Amazon badges is a great way to stand out from the competition.

Sellers highly covet product badges because they drive conversions and ultimately boost sales. Customers associate a product with quality and reliability when it carries an Amazon badge. The added trust factor helps build your brand image and convince customers to purchase your product.

If you’re interested in learning more about Amazon badges, you came to the right place. In this article, we’ll discuss the different types of product badges so that you can obtain them in your product listings.

1. Best Seller badge

The Best Seller badge is the most popular ribbon on the Amazon marketplace as it highlights the top 100 products in any given category. The badge is orange in color and is a strong visual cue for a customer to consider purchasing your product. As the name suggests, the Best Seller badge relies on current and historical sales numbers pulled from Amazon’s database to award a product listing with the badge.

If your product is making high-volume sales, there’s a good chance you can earn the badge within 24 hours. The Best Seller badge refreshes every hour, meaning it’s possible to obtain or lose the badge depending on how well your product sells. A number signifies the product’s position in a specific category, and that number one spot is what most sellers dream of obtaining.

How to get it

The driving factor behind the Best Seller badge is sales, so you need to ensure your products meet the needs and expectations of your customers. Effective product promotion along with well-optimized product listings can help you drive more sales to your products and land the Best Seller badge.

It’s worth noting that obtaining the badge in a highly competitive category can be quite difficult to achieve, especially if Amazon’s brand products dominate the segment. Still, you can obtain the badge by targeting niche categories with less competition and more opportunities for sales.

2. Amazon’s Choice badge

The Amazon’s Choice badge is another highly coveted accolade on product detail and category pages. The purpose of the badge is to help customers find high-quality products using voice search. For example, when you search for a product using Amazon Echo, there’s a strong possibility that the device will recommend products with an Amazon’s Choice badge.

As per Amazon, the badge appears on products that are “highly-rated, well-priced products available to ship immediately.” While it may sound like the Best Seller badge and the Amazon’s Choice badge are the same, the latter focuses on the product’s well-roundedness. Amazon awards the badge on items they believe are the best match for a specific keyword.

How to get it

Sales alone do not determine your listing’s eligibility for an Amazon’s Choice badge. You need to focus on SEO and use keywords relevant to the products you sell. An emphasis on listing optimization will go a long way towards increasing your chances of earning that coveted black ribbon.

You also need to price your products competitively to land an Amazon’s Choice badge. According to Amazon’s badge description, customer ratings are also important, which means you should focus on delivering a product that satisfies your customers. Lastly, shipping speeds. You want your products to ship immediately, so make sure they’re Prime-eligible and that they arrive at your customer’s doors as quickly as possible.

3. New Release badge

The New Release badge is quite like the Best Sellers badge, except this one appears on newly created listings. It shares many characteristics as the Best Seller badge, like the orange ribbon and the number to indicate its position in its category. The New Release badge aims to generate traction on new listings that perform well within the first 90 days of its creation.

Depending on the sales volume and velocity, some products will carry a New Release badge and a Best Seller badge. Again, sales are the driving force behind a New Release badge as it considers current sales data to be a primary factor.

How to get it

Obtaining the New Release badge follows the same strategy as the Best Seller badge. In short, you want your item to become the best-selling item in its category. Creating a new listing presents many challenges as the product is still unproven, and there are no ratings for customers to see.

Your goal is to build as much hype with your product listings as possible. Take advantage of PPC advertising to gain visibility and increase organic sales. Do extensive keyword research to rank on page one of your product category. Lastly, make sure your product listings are optimized and that you’re using clear, compelling copy.

Teachher discussing Amazon badge facts.

4. Top Brand badge

Amazon created the Top Brand badge to give large brands the recognition they deserve on the platform. Back then, brands weren’t a deciding factor in user purchase as customers value price and quality above all else. Of course, this took a toll on branded products as users continually chose smaller competitors that deliver on the value proposition aspect.

Amazon wants its platform to cater to all audiences, hence the Top Brand badge. With this badge, customers who look for brand-name goods can shop on the platform instead of going to a physical shop or the brand’s website. Amazon leveraged its mainstream popularity to become an all-in-one shop by offering well-known products to consumers.

Products that don the Top Brand badge have a dedicated landing page to identify branded goods and make it easy for consumers to find them.

How to get it

Obtaining the Top Brand badge requires more effort than all the other badges mentioned. First off, you must be a premium brand to qualify for this badge. Secondly, your brand must offer a wide range of products that sell in big volumes. Third, you need to maintain high conversion rates on top of excellent sales numbers.

Lastly is customer satisfaction. Products with the Top Brand badge are associated with premium quality, so ensure your products reflect these qualities to obtain positive ratings.

5. Climate Pledge Friendly badge

As part of Amazon’s efforts in promoting environmentally-friendly products, they created the Climate Pledge Friendly badge to showcase eco-conscious items. This green-colored ribbon is the only accolade that Amazon has outlined specific criteria for products to meet.

Customers who shop for products with a Climate Pledge Friendly badge can click on the accolade to view the environmental certifications of the item and how it contributes to eco-friendliness.

More and more consumers are starting to value the environmental impacts of their purchase decisions. According to research from Deloitte, around 23% of consumers expect brands to address climate change. With the Climate Pledge Friendly badge, Amazon can connect customers to brands that share similar values with them.

How to get it

A product must acquire a certificate from one of Amazon’s sustainability certification partners to obtain the badge. Once the product receives a certificate, Amazon will automatically add the Climate Pledge Friendly badge to the product’s listing.

Apart from the badge, products can also acquire a “Compact by Design” certification, which highlights the product’s environmentally-friendly packaging. Calculating a product’s unit efficiency can be found on Amazon Seller Central to determine which products qualify for the certification.

6. Limited Time Deal badge

Limited Time Deal badges are a great way to create a sense of urgency for your products, thus prompting buyers to make quick purchases. The badge appears on products under time-bound promotional offers to drive visibility to the product listing and generate traffic. A prominent red ribbon appears next to the product listing to alert customers of the time-sensitive deal.

Unlike previous badges where you need to meet certain requirements, the Limited Time Deal badge is free to obtain. All you need to do is create a deal, and Amazon will automatically add the badge to products under that deal.

How to get it

To get a Limited Time Deal badge, simply login to Seller Central > Advertising > Deals. Products that are Prime eligible, in new condition, and have more than 3-star ratings can qualify for a Deals campaign. Creating a 7-day deal will give the product a Limited Time Deal badge, which you can use to facilitate slow-moving inventory.


Because Amazon is a customer-oriented platform, they created Amazon Badges to help consumers make an informed purchase. From finding the best-selling items to searching for quality branded products, Amazon Badges help make your products more discoverable in the eyes of consumers.

Obtaining badges to your product listings isn’t easy, but it is definitely worth the effort as they will make your products stand out from the competition. Make sure to follow the tips we’ve mentioned in this article to obtain badges for your products.

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