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If you shop on Amazon, you may have seen this little dark “Amazon’s Choice” badge appearing on certain products when browsing the site. This badge is steadily becoming more visible - but what does it really mean? Today, let us take a closer look at this little badge and understand how it had come to be.

In a nutshell, “Amazon’s Choice” is the same as saying, “Amazon recommends”. It acts as a stamp of approval which helps buyers to immediately see the one product is the “best”, instead of having to click into the individual listings to check out customer reviews.

Amazon’s Choice began as a program to support Alexa (smart voice controller) voice-operated devices. It originally served as a means to make shopping possible via these devices, and hence will just identify one product per search using voice commands. However, it soon grows to surface more and more on the Amazon website and mobile app. The badge appears as a small dark blue box, contrasting strongly with the white background, at the top left corner of product search results. Bold, eye-catching and clearly labeled, it certainly makes the product bearing it more outstanding to Amazon shoppers.

We are still not quite sure of how Amazon chooses the products for the Amazon’s Choice badge, but there are some rough hints of how it might work, depending on the below factors: this product would normally be a bestseller in its category, is eligible for Prime delivery and generally has a lower return rate than similar products.

So now, do you have a better understanding of the Amazon’s Choice badge? Do stay tuned, and see you soon!

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