What is Amazon's Choice & Amazon's Choice Review

Amazon's Choice is a project launched by Amazon in 2015. Its Chinese name is "Amazon Recommendation". Its purpose is to cooperate with Amazon's intelligent voice assistant (Amazon Echo) to simplify the customer's purchasing process.

About Amazon's Choice

In principle, Amazon makes recommendations based on your previous purchase history (Order History), collection history (Wish List), and search history (Search History).

For example, when you tell Alexa that you need milk powder, it will look up your previous purchases in your order history. Amazon will pick out commonly used brands based on previous purchases. If customers want to change brands, they can just say the name of the brand and it will give them details of the brand's products.

If you have not performed operations that meet the above conditions on the Amazon platform before, Amazon will directly give you the Amazon's choice recommendation through its own algorithm. This recommendation is called Amazon's Choice.

Amazon Echo is a voice-controlled smart speaker with unlimited audio player and free radio. You can ask questions and let Echo give you the most correct answer that Amazon thinks. The voice intelligence function is a bit like Apple Siri, but Amazon has added voice shopping function.

Screening principles

Based on the principle of preference, recommendations are made based on your previous transaction records (Order History), collection records (Wish List), and search records (Search History).

The principle of second choice: if you have not performed operations that meet the above conditions on the Amazon platform before, Amazon will make recommendations through its own algorithm. This recommendation is called Amazon's Choice.

Amazon's Choice covers product categories including

Books and audio-visual products, movies, music, games, electronic products, home decoration, toys, clothing, shoes and hats, jewelry, handicrafts, outdoor activities, cars, etc.

Supported devices

Echo speaker, Amazon Tap, Amazon Echo Dot.

effect

1. Improve conversion rate

Consumers are more inclined to buy products officially recommended by Amazon. In the product categories supported by Amazon's Choice, only one product in the search results of each keyword can get the Amazon's Choice logo. If the seller's product gets this logo, the conversion rate of the product can be greatly improved.

2. Increase sales

Products with Amazon's Choice will be included in the voice purchase recommendations of Amazon Echo. Buyers can purchase products with Amazon's Choice directly through Amazon Echo (that is, through voice commands), simplifying the purchase process and increasing sellers' sales.

Some questions about Amazon's Choice

1. How to obtain the Amazon's Choice logo?

Currently, Amazon has not announced specific recommendation criteria for Amazon's Choice.

But based on past experience, Amazon's Choice takes into account factors such as product popularity, price, ranking, reviews, delivery speed, etc.

2. Can all products get the Amazon's Choice label?

It is understood that not all categories of products are eligible for the Amazon's Choice label.

Currently, the categories covered by Amazon's Choice include: books and audio-visual, movies, music, games, electronic products, home decoration, toys, clothing, shoes and hats, jewelry, handicrafts, outdoor, and automobiles.

3. What are the hard requirements for obtaining Amazon’s Choice?

Only for FBA products;

Historical orders generally meet the delivery speed requirements of Prime shipping;

The average star rating of product reviews needs to be above 4 stars;

All products must be registered for product brand protection (Brand Registry) on Amazon.

4. Some keys to get Amazon's Choice.

Generally speaking, sales volume is the key to obtaining Amazon's Choice. If a product in its new product stage wants to obtain this label, it must have certain sales volume support. If a product is lucky enough to get the Best Seller or enter the top 5 in a subcategory, then the chance of obtaining Amazon's Choice will be greatly increased.

Secondly, the return rate is also a key consideration for Amazon. If the return rate of a product is too high, it will basically miss the Amazon's Choice label.

If the above conditions are met, using A+ pages will also help sellers obtain the Amazon's Choice label more quickly.

5. Why did the product get Amazon’s Choice even though it didn’t meet the requirements?

This is from two aspects:

a. This situation only occurs in a few categories with relatively less competition. Some products can get the Amazon's Choice label even without a single review. This is why some sellers would rather risk being banned than place their products in the wrong category.

b. Amazon seems to have lowered the threshold for Amazon's Choice this year. As early as January, many sellers have found that the number of Amazon's Choice products has begun to increase significantly. However, this speculation has not yet been officially confirmed by Amazon.

6. Under different keywords, the products that are labeled are also different.

When customers use different keywords to search for a certain category of products on the front desk, they can find that the products that receive the Amazon's Choice label are actually different.

Simply put, even if you search for the same product, if you use different keywords, you will not see the Amazon's Choice label.

7. Can the same product have both Amazon's Choice and Best Seller labels?

Many novice sellers may think that they can only choose one of these two labels, but in fact, these two labels can appear on a product at the same time.

Generally speaking, the Best Seller label will be displayed at the top of the search results, followed by Amazon's Choice. Once a product has both of these conversion tools, its purchase rate will inevitably increase greatly. But usually, only a few big sellers can do this.

Features of products that receive the Amazon's Choice label

1. Low return rate.

2. Review rating of 4-5 stars.

3. Keywords that get Amazon's choice have high conversion rates.

4. Fast delivery.

5. Competitive price.

6. Best-selling products are relatively high in the product rankings.

7. Amazon self-operated products or FBA products.

8. Very popular and often purchased by buyers searching for similar products.

9. The product meets Prime requirements and is shipped using FBA.

Similarities and Differences between Amazon's Choice and Best Seller

Common points: