Here's what it means when an item is marked 'Amazon's Choice'

  • Amazon labels some items "Amazon's Choice," a moniker that has appeared on an increasing number of products recently. 
  • Amazon recently revealed the parameters that guide how items are selected for the label. "Amazon's Choice" products have a low return rate and high ratings, and they're more popular than other items.
  • It's a sought-after distinction for makers and sellers, as the label tends to catch the buyer's eye. 

Amazon has started explaining its choice to highlight certain products. 

The "Amazon's Choice" label, with its sleek graphite background and orange-and-white lettering, has been popping up on more and more items on the retailer's website.

At first glace, it's a way to make Amazon's maze of millions of listings easier for customers to shop when they search for something relatively generic, like headphones or phone chargers. The selections are attached to searches for generic terms like these. 

RELATED: Take a look at the top-selling Amazon Prime Day items around the world this year: 

Top-selling items from Amazon Prime Day 2018 around the world
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Top-selling items from Amazon Prime Day 2018 around the world

United States: In the US, the Instant Pot 6 Qt 7-in-1 Multi Use was a top seller, with 300,000 purchased.

Shoppers also bought 23andMe DNA Tests and LifeStraw Personal Water Filters.

They also bought a lot of Finish Dishwasher Tablets.

Spain: Spanish shoppers were focused on tech. One of the top-selling items was a SanDisk Ultra 64GB memory card.

Spanish shoppers also bought the Cecotec Conga Excellence 990 4 in 1 iTech 3.0 robot vacuum cleaner.

Singapore: In Singapore, Coca-Cola Zero Sugar was a top seller.

Play-Doh Shape and Learn Shape a Story was flying off the shelves, and shoppers were stocking up on Kleenex Ultra Soft Toilet Tissue.

Netherlands: Shoppers in the Netherlands were also buying a lot of tech. Two of the top-selling products were the Osmart ZigBee Smart Plug and the Philips Hue White Ambiance GU10 LED Spot.

They also bought a lot of SanDisk Micro SD cards.

Mexico: Shoppers in Mexico bought a ton of Ace Powder Laundry Detergent.

They also bought the Amazon Basics USB Lightning Cable.

Luxembourg: Shoppers in Luxembourg loved the Jamie Oliver Tefal pan.

They were also buying Brita Water Filters and Solar-lamp in Preserve Jar with USB connectors.

Japan: Laundry detergent was also popular in Japan, with shoppers buying Top Super Nanox Liquid Laundry Detergent with an extra-large refill.

They also bought a ton of SAVAS Whey Protein 100 in the cocoa flavor in Japan.

Italy: Finish Dishwasher Tabs All in 1 Max were a top seller in Italy.

The Braun Multi-grooming Kit Precision Trimmer 9-in-1 for beard styling and the Hoover Rechargeable Broom 2-in-1 Freedom also flew off the online shelves.

India: In India, many shoppers bought the Redmi Y2 Gold 32 GB smartphone.

Shoppers also bought Tata salt and the Mi 10000mAH Li Polymer Power Bank 2i.

Germany and Austria: Everyone was buying a PlayStation Plus Membership in Germany and Austria.

Shoppers also were filling their carts with the Jamie Oliver Tefal Panand Osmart ZigBee Smart Plugs.

France: PlayStation Plus Memberships were also a top seller in France.

French shoppers were all about tech on Prime Day, with other top sellers including the SanDisk Ultra 64GB memory card and the TP Link Wi-Fi-connected plug.

China: Health and beauty were a focus for shoppers in China, with Philips Sonicare Healthy White HX6730 Toothbrushes and Braun Digital Ear Thermometers flying off the online shelves.

Paul & Joe Beaute Moisturizing Foundation was another top seller in China.

Canada: Canada's top sellers were similar to the US', with the Instant Pot 6 Qt 7-in-1 Multi Use and LifeStraw Personal Water Filters being two of the top sellers.

Shoppers in Canada also snagged many pairs of Bose's QuietComfort Noise Cancelling Headphones.

Belgium: A lot of shoppers in Belgium were buying SanDisk Ultra 128GB memory cards.

Shoppers also bought a ton of Osmart ZigBee Smart Plugs and Philips Hue light bulbs.

Australia: Australian shoppers were all about video games. The PlayStation 4 Pro 1TB Console with Bonus Fortnite Content and FIFA 18 for PlayStation 4 were two of the top sellers.

They also bought a lot of Philips Hue light bulbs.


Essentially, a product marked "Amazon's Choice" is an item that many buyers have purchased and were satisfied with, as told to Amazon through reviews data. If you hover over the icon, there is a description that reads: "Amazon's Choice recommends highly rated, well-priced products available to ship immediately."

Some items, like this portable Bluetooth speaker, list "highlights for this product," including a low return rate, high ratings, and a best-seller ranking.

amazon's choiceAmazon

Here's what you can usually discern if an item is labeled Amazon's Choice:

  • It's popular and frequently bought by customers who searched the same thing you did.
  • It has a high customer rating.
  • It's available to ship quickly via Prime.
  • It's shipped by Amazon itself, if not always sold by Amazon.
  • It has a low return rate from customers.
  • It has a competitive price.

Apart from that, Amazon's methods for selecting these items are shrouded in mystery. 

Amazon's Choice items are becoming more important as these are the items Amazon's search engine will deliver when you ask Alexa, Amazon's voice-shopping service, to search for you. 

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