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.

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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 choice
amazon's choice


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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