A puzzling phenomenon has been troubling many Amazon sellers: their top-selling products frequently fail to earn the coveted "Amazon's Choice" (AC) badge, while less popular variants unexpectedly receive the designation. This counterintuitive outcome has prompted sellers to question Amazon's selection criteria.
The Case of Mismatched Performance
One seller reported having two product variations that differed only in quantity. While one variant consistently outperformed in sales, the other - which arrived in February and showed weaker sales performance - surprisingly earned the AC badge for a high-traffic keyword. This left the seller perplexed about why Amazon's algorithm favored the lower-selling option.
Decoding Amazon's Selection Algorithm
Industry experts explain that the AC badge isn't awarded based solely on an ASIN's total sales volume. Instead, Amazon's system prioritizes order performance for specific keywords. This means an ASIN must demonstrate superior order conversion rates for targeted search terms and maintain this advantage consistently.
In the reported case, while the best-selling variant had higher overall sales, its orders were likely distributed across multiple keywords without dominating any single search term. The less popular variant may have concentrated its sales on the exact keyword that triggered the AC badge, despite its lower total volume.
Strategies to Secure and Maintain the AC Badge
Sellers aiming to earn or preserve the AC designation should consider these tactical approaches:
- Precision Advertising: Create dedicated ad campaigns targeting specific AC keywords, optimizing for first-page search results. Simultaneously boosting organic and paid keyword rankings can help capture maximum traffic for targeted terms.
- Negative Keyword Optimization: Implement comprehensive negative keyword lists to filter irrelevant search terms and low-quality traffic. Sellers should proactively research and compile databases of non-converting keywords to improve ad conversion rates.
The Critical Role of Keyword Strategy
Effective keyword management remains fundamental to Amazon success. Sellers must thoroughly understand customer search behaviors, accurately identify core keywords, and optimize product listings accordingly. Continuous monitoring and adjustment of keyword performance ensures traffic quality and conversion efficiency.
Ultimately, Amazon's Choice designation reflects a complex evaluation of keyword-specific performance metrics rather than simple sales volume. Sellers who understand this nuanced system and implement targeted optimization strategies stand better chances of earning the badge and gaining competitive advantage.