How to Get the Amazon’s Choice Badge in 2025?

Winning the Amazon’s Choice Badge can significantly increase sales for 3P sellers. This label helps products stand out in search results, boosts click-through rates, and influences buyers’ decisions. But unlike the Best Seller Badge, Amazon’s Choice is algorithm-driven and linked to specific keywords, making it more unpredictable.

So, how can Amazon brands position their products to qualify for this badge in 2025? This guide breaks down the factors that influence Amazon’s Choice, key ranking signals, and actionable strategies to improve your chances.

What is the Amazon’s Choice Badge?

The Amazon’s Choice Badge is awarded to products that Amazon’s algorithm deems as the best match for a given search term. Unlike the Best Seller Badge, which is based on sales volume, Amazon’s Choice is determined by multiple factors.

The badge does not apply across all categories—it is awarded per keyword. A product might have Amazon’s Choice for one search term but not another.

How Does Amazon Rank the Amazon’s Choice Badge?

1. Strong Keyword Relevance

Amazon’s algorithm assigns the badge based on how well a product matches buyer search behavior. Implementing effective Amazon SEO strategies can help improve search visibility, drive organic traffic, and enhance product relevance for targeted keywords.This includes exact-match keywords in the title, bullet points, description, and backend search terms.

2. High Customer Ratings

Products with 4-star ratings or higher have a better chance of earning the badge. A high volume of positive reviews improves conversion rates, another key ranking factor.

3. Competitive Pricing

Amazon favors products that offer great value for shoppers. Sudden price spikes or pricing inconsistencies can disqualify a product.

4. Fast and Reliable Fulfillment

Amazon prioritizes products with Prime eligibility, especially those fulfilled by FBA (Fulfillment by Amazon). Fast delivery and low late-shipment rates improve a product’s chances.

5. Low Return Rates

Frequent returns signal product quality issues, reducing the likelihood of getting the badge. Maintaining a low return rate is essential.

6. Strong Sales Performance

While Amazon’s Choice is not solely based on sales volume, higher conversions indicate product relevance. A well-optimized Amazon listing with strong PPC campaigns can help drive the needed momentum.

How to Improve Your Chances of Getting Amazon’s Choice in 2025

1. Optimize Listings for Keyword Relevance

Since Amazon’s Choice is keyword-based, optimizing listings is essential. A well-optimized product listing is crucial for improving search rankings and boosting conversions. Learn how to optimize your Amazon listings to enhance visibility and relevance.

Example:
If a product is ranking well for “wireless earbuds for running,” but not for “Bluetooth earbuds,” sellers can adjust backend keywords and PPC campaigns to improve visibility for both.

2. Improve Customer Ratings & Reviews

High Amazon product ratings signal strong buyer trust, which directly impacts Amazon’s Choice eligibility.

3. Keep Pricing Competitive

Amazon’s pricing algorithm prefers competitive offers. Pricing plays a crucial role in winning Amazon’s Choice. Products that are strategically priced see better conversions and ranking stability. Implementing effective repricing strategies can help sellers stay competitive without sacrificing margins.

4. Use FBA or Ensure Fast Shipping

Fulfillment speed is a critical factor. Products with FBA or Seller-Fulfilled Prime (SFP) are more likely to receive the badge.

Which Fulfillment Method Should You Choose?

• FBA is the best option since Amazon prioritizes fast, reliable shipping.
• FBM has the lowest chance unless you offer fast, free shipping and maintain excellent performance metrics.
• SFP can also work if you meet Prime standards, but it requires strict compliance

5. Reduce Return Rates & Improve Customer Satisfaction

High return rates hurt a product’s chances of earning the badge.

Detailed specs of the product included in the A+ content helps interested buyers to find their relevant information quicker. 

Comparison of the product to other similar products aids the buyers in their purchase decision, helping your product stand out more than your competitors. 

6. Boost Sales with PPC & External Traffic

Higher conversions increase a product’s ranking for Amazon’s Choice. Running targeted PPC campaigns is one of the most effective ways to drive conversions and improve ranking. A well-structured Amazon Ads strategy can help sellers maximize visibility, increase traffic, and secure a competitive edge.

Final Thoughts

Winning the Amazon’s Choice Badge in 2025 requires strong listing optimization, high customer satisfaction, and competitive pricing. Since Amazon constantly updates its algorithms, staying ahead means monitoring keyword performance, optimizing PPC campaigns, and ensuring fast fulfillment.

For 3P sellers looking to improve rankings, conversions, and visibility, AMZDudes provides expert Amazon SEO, PPC, and account management services. Need help getting the Amazon’s Choice Badge? Contact our experts today!