Boosting Trust and Sales: The Power of Amazon Badges

Boosting Trust and Sales: The Power of Amazon Badges

Imagine navigating a bustling marketplace filled with millions of products. As a customer, making informed decisions amidst overwhelming choices can be daunting. Trust becomes paramount. This is where Amazon badges, vibrant visual cues embedded within listings, shine like guiding stars. They act as instant trust signals, whispering to potential buyers, “Hey, I’m a reliable option!”

But what exactly are these badges, and how can you leverage them to propel your brand forward? Buckle up, sellers, because we’re diving deep into the world of Amazon badges.

Decoding the Badge System

Think of badges as mini awards displayed on your product listings. Each badge boasts a unique meaning, from the coveted Amazon’s Choice signifying high customer satisfaction to the Climate Pledge-Friendly badge highlighting sustainability efforts. These colorful distinctions instantly communicate valuable information to buyers, simplifying their decision-making process.

Types of Badges and How to Get Certified


To earn badges and demonstrate specific qualifications, Amazon offers several certifications for sellers to pursue. Small and diverse businesses have the opportunity to get certified online within minutes using SupplierGATEWAY. By visiting and clicking on the “Get Certified” button, sellers can apply for certifications that align with their business. Some certifications available include:


Best Sellers Badge

The Best Sellers badge highlights a product that has been consistently performing as a top-selling item. This badge is determined by Amazon’s internal algorithm based on daily unit sales, demand of an item within a certain product Amazon category, or browse node hierarchy. This badge functions on the same logic as Amazon’s Best Seller Rank (BSR), which means unit sales are being evaluated multiple times per day. It gives consumers insight into a product’s popularity and sales performance.



Amazon’s Choice Badge


The Amazon’s Choice badge serves as a valuable tool for customers seeking efficient product discovery. Highlighting highly rated, competitively priced, and readily available selections, this designation empowers informed purchasing decisions. Additionally, faster average delivery times and lower return rates further bolster the credibility of these featured products.



Evolving to cater to diverse consumer preferences, the Amazon’s Choice badge now encompasses three distinct categories:

  • Amazon’s Choice: Overall Pick: Recognizes the product deemed most suitable for a specific search query.
  • Amazon’s Choice: New Arrival Pick: Identifies recently launched products garnering significant customer interest.
  • Amazon’s Choice: Popular Brand Pick: Highlights well-established brands within a particular category.

While the criteria for acquiring this badge can change, this underscores the importance of meticulous product listing optimization for maximizing the opportunity to secure and maintain the coveted Amazon’s Choice designation.

Effective optimization strategies encompass two key aspects:

  • Driving Traffic: Leverage keyword-rich titles, bullet points, product descriptions, and backend search terms to ensure your product surfaces for relevant search queries.
  • Enhancing Conversion: Utilize compelling product images showcasing features and benefits, alongside engaging brand content (A+) to incentivize purchase decisions.


Climate Pledge-Friendly Badge



Amazon’s Climate Pledge-Friendly badge indicates when a product satisfies specific environmental or sustainability standards. Customers can view the certificates of each product within the search engine results or within the listing itself. It also serves as an additional opportunity for consumers to shop exclusively for products with this certification.


Small Business Badge                


The Amazon Small Business Badge is a great way to showcase that a product is sold by an independent creator or artisan. These badges spotlight products from sellers that meet Gartner’s definition of a small business, helping customers identify and choose from these often unique and handcrafted offerings. If a customer finds a badge on product listings and search filters, they can consciously support smaller businesses while shopping on Amazon.




Eligibility for the small business badge is as follows:

  • Your business must be a registered brand owner through Brand Registry or actively participate in the Handmade program.
  • You must have less than 100 employees.
  • Your annual revenue must be less than $50 million.
  • To get certified, go to one of the following:
    • SupplierGATEWAY
    • System for Award Management
    • Small Business Administration


Black-Owned Business 





The Black-Owned Business badge is a great option for visibility and representation for businesses owned and operated by individuals of Black or African American heritage. Amazon requires you to hold a valid minority-owned registration or certification which can be verified through additional resources (National Minority Supplier Development Council, U.S. System for Award Management, U.S. Small Business Administration, or SupplierGATEWAY).

The next three examples of business badging fall under the Small Business umbrella and will showcase in search as a “Small Business” and will populate within the listing itself as a “Minority Owned” business.




Woman-Owned Small Business

Amazon outlines this as “a small business, based on the Small Business size standards, that’s at least 51% owned and controlled by women who are US citizens. The business has women manage day-to-day operations, who also make long-term decisions.”

To qualify for the Small Business size standards, you’ll need the following:

  • Be a brand-registered seller (or be an Amazon Handmade seller).
  • Have fewer than 100 employees.
  • Have an annual revenue of less than $50 million.
  • To get certified, go to one of the following:
    • SupplierGATEWAY
    • System for Award Management
    • Small Business Administration
    • National Women Business Owners Corporation
    • Women’s Business Enterprise National Council
    • WEConnect


Veteran-Owned Small Business

Classified within the same Small Business category. The Veteran-Owned Small Business badge is “a small business, based on the Small Business Administration’s size standards, that’s at least 51% owned and controlled by a veteran or veterans.”

To qualify for the Small Business size standards, you’ll need the following:

  • Be a brand-registered seller (or be an Amazon Handmade seller).
  • Have fewer than 100 employees.
  • Have an annual revenue of less than $50 million.
  • To get certified, go to one of the following:
    • SupplierGATEWAY
    • System for Award Management
    • Small Business Administration
    • US Department of Veteran Affairs
    • National Veteran Business Development Council
    • National Veteran-Owned Business Association

LGBT Business Enterprise

This badging is also included within the small business badging and is explained as “a for-profit company, regardless of size, that’s physically located in the US and is at least 51% owned by LGBT group members. For a publicly owned business, at least 51% of the stock is owned by LGBT group members.”

To get certified, go to one of the following:

  • SupplierGATEWAY
  • National LGBT Chamber of Commerce

Exploring Externally Certified Badges and Internal Badges on Amazon

It’s important to clarify the distinction between certification programs and badges on Amazon.  While certification badges like Small Business, Women Business, Veteran Business, LGBT Business, Black Owned Business, and Climate Friendly are achieved through external certifying agencies like SupplierGATEWAY, badges like Best Seller and Amazon’s Choice are awarded directly by Amazon for top-performing products based on factors like sales velocity, positive customer reviews, and competitive pricing.

How Long Does It Take to Display My Amazon Certification Badge?









After uploading the certification on Seller Central, it may take up to 10 days to be reviewed. Once approved, the certification will appear to customers.

Why Badges Matter





For buyers, badges serve as shortcuts to informed choices. In a sea of endless options, badges act as filters, highlighting factors like popularity, positive reviews, and alignment with specific values. This empowers customers to confidently click “buy” without spending hours comparing products.

For sellers, badges are potent tools for differentiation. They instantly grab attention, set your brand apart from competitors, and build trust. Picture them as miniature advertisements whispering, “Trust me, I’m worth considering!” This translates to increased product visibility, leading to more sales and brand recognition.

Master the Fundamentals

To fully leverage the power of Amazon badges, it’s crucial to master the fundamentals of successful eCommerce selling.

  • Competitive Pricing and Availability: For optimal visibility and conversion, maintain optimal product visibility and customer satisfaction by prioritizing data-driven pricing strategies for the Best Seller badge. Coupled with proactive inventory management, this approach minimizes stockouts and delivers a seamless shopping experience.
  • Listing Optimization: Elevate your product visibility and sales potential by investing in comprehensive listing optimization. Precise and informative descriptions, paired with compelling visuals and data-driven pricing strategies, will ensure your products stand out effectively.
  • Advertise Strategically: Targeted advertising campaigns boost product visibility and significantly contribute to earning badges like Amazon’s Choice Badge (based on keyword conversion rates). By strategically investing in advertising, you increase the chances of potential buyers recognizing and choosing your products.
  • Prioritize Customer Satisfaction: Positive reviews and high ratings naturally attract attention and contribute to badges like Amazon’s Choice. Focus on delivering exceptional customer experiences to earn those valuable endorsements. Provide prompt and efficient customer service, address any concerns or issues, and constantly strive to exceed customer expectations.
The Badge Advantage

In the ever-evolving eCommerce landscape, Amazon badges offer a distinct edge. They bridge the online shopping trust gap, instantly conveying valuable information to both buyers and sellers. By leveraging these signals and adhering to Amazon’s best practices, you unlock the power of badges to:

  • Boost brand credibility and trust.
  • Increase product visibility and attract more buyers.
  • Drive sales and conversions.
  • Differentiate your brand from the competition.
  • Enhance the overall customer experience.


Are you looking to elevate your eCommerce game? Look no further than the sales-building power of Amazon badges! These endorsements are more than just decorative elements, they’re powerful tools that can help you achieve success in the highly competitive world of online sales.  Amazon badges provide a visual representation of your brand’s reliability and professionalism, giving your customers the confidence they need to choose your products over others. Invest time and effort into obtaining the relevant certifications and start optimizing your listings today to unlock the full potential of Amazon badges. At Hinge Commerce, our team of specialists can offer expert assistance to help you maximize the benefits of these valuable tools.



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