The 5-Step Playbook to Winning an Amazon’s Choice Badge

The 5-Step Playbook to Winning an Amazon’s Choice Badge

Here’s the reality: 44% of all product searches start on Amazon. That’s nearly half of all ecommerce discovery happening in one place—before Google, before social, before anywhere else. If you're selling online, you can’t afford to blend in.

One way to stand out? The Amazon’s Choice Badge—that little black-and-orange label that instantly signals credibility, quality, and relevance. While there’s no public formula for getting the badge (Amazon keeps those cards close to the chest), there are several proven factors that influence your chances. Based on what we’ve learned working with top brands across categories, these are the five key levers that can help boost your visibility, build trust, and put your product on the path to earning that badge.

Step 1: Perfect Your Product Listing

Your listing is your digital storefront. So, let’s make it as appealing as possible to both customers and Amazon’s algorithm.

Make sure your product description is clear and thorough. Customers don’t want to be surprised by a product that doesn’t match what they thought they were buying. Include detailed specs (material, dimensions, features) and high-quality images (you can use up to nine!). The more transparent and informative your listing is, the more likely it is to convert visitors into buyers—and Amazon loves that.

Also, don’t forget to ensure that your product images are high-resolution. The clearer the product looks, the more likely customers are to trust it.

Step 2: Target the Right Keywords

The second step to snagging the Amazon's Choice Badge is all about keyword strategy. Amazon chooses the badge based on a specific keyword search, so ranking for the right keywords is essential.

Focus on long-tail keywords—these are the more specific search phrases that will be easier to rank for while still converting shoppers. For instance, instead of trying to rank for "t-shirt," aim for "organic cotton t-shirt for summer." These keywords are more likely to match what your ideal customer is searching for.

Stay away from keyword stuffing, though. It’s tempting to load up your product listing with every keyword you can think of, but Amazon’s algorithm will see through that. Stick to keywords that are relevant to your product and match your target audience's intent.

Step 3: Build Amazing Customer Reviews

A huge factor in Amazon’s Choice qualification is customer satisfaction. The more positive reviews you have, the better your chances. Amazon wants to promote products that have been tried, tested, and loved by real customers.

Strive for 4- or 5-star reviews, and respond quickly to negative feedback to show that you’re committed to improving. If you get a negative review, take the time to reach out, fix the problem, and prevent future issues. The more happy customers you have, the more Amazon’s algorithm will take notice.

Step 4: Get Your Business Prime-Eligible

Amazon’s Choice is all about fast shipping, so becoming Amazon Prime-eligible is a must. Why? Because Prime members enjoy benefits like same-day delivery, and Amazon prioritizes these types of listings when awarding the badge.

If you’re already using Fulfilled by Amazon (FBA), congrats! You’re already good to go. If not, get your product listed with FBA or enroll in Amazon’s Seller Fulfilled Prime program to start offering Prime shipping benefits.

Pro tip: The faster the shipping, the better your chances. So, make sure you’re delivering on speed to improve your odds of getting that badge.

Step 5: Price Your Product Competitively

Finally, let’s talk about pricing. While you don’t have to be the cheapest option on Amazon, having a competitive price is crucial to earning that Amazon’s Choice Badge.

If your price is way higher than your competitors for similar products, Amazon will likely look elsewhere. But don’t undercut your value just to win the badge. Focus on offering a price that reflects the quality of your product, your brand, and the market you’re targeting. Competitive pricing without sacrificing your brand’s value is the sweet spot.

Badge to Brand Power

For brands selling on Amazon, earning the Amazon’s Choice Badge should be more than a nice-to-have—it should be a core part of your growth strategy. Why? Because that small black-and-orange badge does big things: it signals trust, builds instant credibility, and gives your product the kind of social proof that turns browsers into buyers. When customers see it, they feel more confident. And when confidence goes up, so do conversions.

Whether you're launching a new product or scaling an existing one, earning this badge can mean stronger visibility, higher click-through rates, and more sales—all without increasing ad spend.

At Pattern, we help brands align their strategy with what Amazon values most—so you can turn algorithm signals into real, compounding growth. Ready to start? Let’s talk.