Wichtigste Punkte
- Ein Amazon Choice-Badge ist ein Badge, das Amazon automatisch den Produkten zuweist, die am besten zu dem entsprechenden Suchbegriff passen.
- Zusätzlich zur Erfüllung der SEO-Kriterien müssen die Amazon Choice-Produkte hoch bewertet sein, eine niedrige Rückgabequote haben, auf Lager und lieferbar sein und für den Prime-Versand in Frage kommen.
- Ein Amazon Choice-Badge auf einem Produkt kann den Umsatz um bis zu 200% steigern.
- Amazon Choice-Plaketten sind nicht dauerhaft, und Produkte können sie jederzeit aus verschiedenen Gründen verlieren.
- Sellers can’t apply or pay to get the badge, but they can maximize the chances of their listings getting the badge by optimizing their listings to include the most relevant keywords, using PPC campaigns to increase sales, getting more positive reviews on their products, etc.
When scrolling through category or search result pages on Amazon, you’ve most likely noticed different badges that appear in the upper left corner of the product’s feature image. Apart from the most popular badges, Sponsored and Best Seller, you may have also come across several more marks, such as Amazon Choice. Despite it being a pretty widespread badge across the platform, only a few customers know what the Amazon Choice badge means. In this article, we will introduce you to the Amazon Choice badge, explain how it works, and talk about the actions you can take to get this badge on your products.
Was ist Amazon Choice?
Products labeled as Amazon Choice are considered to be the best match for a keyword used by customers in search of those items by the marketplace’s algorithm. Products marked with this badge get the majority of all sales resulting from searches for that keyword, meaning they constitute more than half of all purchases.
As mentioned above, the Amazon Choice badge is located in the top left corner of the product’s picture or below the title on the product description page.
So how does having an Amazon Choice badge on your product affect your business? Only positively. It’s estimated that products with this particular badge receive twice the amount of traffic compared to other listings. With the Amazon Choice badge, you can expect to see a huge boost in conversion rates. In addition, products with this badge sell more units overall.
The Amazon Choice badge was originally implemented in 2015 specifically for buyers that were making purchases via the Amazon Echo Dot. It was supposed to simplify shopping through the Echo smart speaker since it appeared to be a lot harder and more time-consuming to browse and filter search results when using the new tool. However, shortly after being introduced, Amazon Choice became a quick way for customers to find a relevant product using a single keyword. While Amazon’s executives initially feared that the new feature might irritate customers, customers viewed this new update as incredibly useful shopping assistance.
Heute ist das Badge für Voice-Shopping sowie für mobile und Desktop-Browser verfügbar. Allerdings ist es für einige Produktkategorien noch nicht verfügbar, darunter Bekleidung, Schmuck, Uhren, Schuhe, Amazon Fresh und Prime Pantry.
Amazon’s Choice Criteria
Amazon Choice gilt nicht als Werbefläche, d. h. Verkäufer können sich weder bewerben noch dafür bezahlen, um dieses Abzeichen zu erhalten. Es gibt jedoch einige Anforderungen, die Verkäufer erfüllen müssen, um eine Chance zu haben, für das Abzeichen ausgewählt zu werden. Zunächst einmal muss Ihr Inventar Prime-fähig, auf Lager und sofort versandbereit sein. Darüber hinaus verlangt Amazon, dass die Produkte mit dem Choice-Badge eine niedrigere Rückgabequote haben als ähnliche Artikel. Amazon Choice-Produkte müssen außerdem hoch bewertet und gefragt sein. Kategorie-Bestseller sind ebenfalls erstklassige Kandidaten für das Abzeichen.
Lately, Amazon has started displaying these criteria directly on the product description pages of certain Choice products. However, it’s important to note that the Amazon Choice badge is not given permanently, and about 4-5% of all products with the badge gain or lose it every day because of stock or delivery issues.
Auswirkungen der Amazon-Wahl für Marken
Amazon’s Choice badge has a significant influence on companies and their sales numbers since it greatly impacts the consumer’s choice by providing professional and impartial recommendations that are highly respected among Amazon’s customers. It is no wonder that approximately 85 percent of buyers constantly rely on Amazon’s badges and other marks and even seek them out. Throughout its entire existence, Amazon has made every effort to gain the customers’ trust and make their shopping experience as pleasant as possible. Since February 2018, nearly 2 million of all Amazon searches included the term “Amazon’s Choice”.
To sum up, Amazon’s recognition of your brand is crucial for the success of your business since the platform has a considerable influence on what customers choose to buy. Items that get the Amazon’s Choice badge generally see a more than threefold increase in sales, while losing this status frequently results in a 30% decrease in sales.
Amazon’s Choice vs. Best Seller Badge
Despite the widespread belief, Amazon’s Choice and Best Seller badges are not the same thing and have a different concept, although both appear only on high-quality items. As we’ve already discussed above, the Amazon Choice badge is intended for products viewed as the “best fit” for a particular keyword. On the other hand, the Best Seller badge is reserved for goods that have the highest unit sales rates per hour in their category. Thus, the Best Seller badge is determined by sales velocity, while the Amazon Choice badge is defined by SEO criteria.
Da es viele verschiedene Schlüsselwörter gibt, mit denen man nach demselben Artikel suchen kann, ist die Anzahl der Amazon Choice Badges nicht streng begrenzt. Dies steht in krassem Gegensatz zu der Auszeichnung "Bester Verkäufer", die nur für ein Produkt aus der gesamten Kategorie vergeben werden kann.
Wie erhält man das Amazon Choice Badge?
Ein Amazon Choice-Badge auf einem oder mehreren Ihrer Produktangebote zu erhalten, ist eine hervorragende Möglichkeit, Ihre Verkäufe zu steigern und die Auffindbarkeit Ihrer Marke zu verbessern. Aber welche Maßnahmen können Sie ergreifen, um dieses Abzeichen zu erhalten? Was ist die geheime Zutat?
The key to getting this badge is simple – you need to be an all-around solid and reliable seller. Unfortunately, there are no shortcuts. Products are selected by an established algorithm that automatically determines the most relevant products based on a range of inputs, such as the number of clicks and the conversion rates on each search term’s results page. Although sellers don’t have a list of specific steps they need to take to get the Amazon Choice badge, there still are some things you can do to increase your chances of being chosen by the algorithm. Here are a few of them:
Werden Sie ein großartiger FBA-Verkäufer
Each seller who wants to get the Amazon’s Choice badge should understand that Amazon is not interested in promoting products that are difficult to buy and ship. So it will be a good idea to ensure your goods are eligible for Prime shipping and make sure that you always have enough inventory in stock. This will also improve your chances of winning the Buy Box. Joining the FBA program will also give you extra leverage in the fight for the coveted badge.
Versuchen Sie außerdem, professionell aussehende Produktlisten zu erstellen, die Käufer anziehen. Auch wenn diese Tipps zu gewöhnlich und offensichtlich erscheinen, werden diese kleinen Schritte Ihnen helfen, Amazon Choice-Plaketten zu erhalten.
Passen Sie Ihren Eintrag so an, dass er hochrelevante Schlüsselwörter enthält
Some sellers, especially those who are new to Amazon, don’t understand all the principles of Amazon SEO and repeatedly commit the same mistakes over and over again. That is, they pick high search volume keywords without thinking about search intent. For example, if you are selling chairs for children, you should choose relevant keywords such as “kid’s chair”, instead of “living room chair”. Even though the keyword “kid’s chair” has a lower search volume, it’s a much better “fit” for your specific product. By following this rule, you will achieve a better conversion rate on the results page for this keyword.
Sie sollten auch versuchen, Folgendes zu wählen Long-Tail-Schlüsselwörter to target in your listing, which will help improve your listings’ rankings, sell more products, and obtain the badge. Don’t forget that there is no limit to the number of keywords customers can use to search for products! So don’t stop at one or two-word phrases and find more terms that are relevant to your product.
There are also plenty of keyword tools that will help you find related search phrases, allowing you to add various spelling variations and alternative terms to your listing. The product listing title, description, and bullet points are considered to be the most important parts of a listing, so it’s a good idea to add some keywords there too.
Steigern Sie die Verkaufsgeschwindigkeit und die Anzahl der Bewertungen
Eine gut strukturierte Auflistung ist zweifellos sehr wichtig, wenn Sie versuchen, eine Amazon Choice-Plakette zu erhalten. Aber manchmal ist eine gute Auflistung nicht genug. Die Verkaufsgeschwindigkeit und die Produktbewertungen haben ebenfalls einen großen Einfluss auf den Erfolg Ihrer Produkte auf Amazon. Außerdem treffen viele Kunden ihre endgültigen Kaufentscheidungen auf der Grundlage von Rezensionen, was bedeutet, dass gute Rezensionen Ihren Umsatz erheblich steigern können.
However, there’s one issue most sellers face when it comes to Amazon reviews: buyers simply don’t want to take the time to write them. So how can you change that? One good idea is to customize the default follow-up email Amazon sends with a request to write a review. Making this letter more personalized will help you to Ermutigung der Käufer, Bewertungen zu hinterlassen.
If you are looking for another way to engage with your customers, you should definitely consider using Amazon’s Request a Review feature. You can access this feature in your Seller Central account. However, make sure to use it quickly, as it is only available between 5 and 30 days after purchase. Once you click the Request a Review button, Amazon will automatically send an email to the customer asking them to review your product. The only inconvenience is that you can’t personalize or customize the message. However, it is still an excellent way to remind customers to provide feedback.
Optimieren Sie Ihre PPC-Kampagnen
Optimizing your advertising campaign is another option that will bring you a step closer to getting the coveted badge. When analyzing the best-performing items for a specific search keyword, Amazon can’t tell the difference between organic and paid sales, which means it can’t distinguish whether a customer purchased your product because of an ad or due to your item’s high ranking. Don’t forget to include the right target keywords in your PPC campaign to attract interested buyers. Once the campaign is set up, you will need to keep an eye on the ads’ performance and amend your bids, listings, and keyword targets if necessary.
Verfolgen Sie die Rücklaufquoten
It’s estimated that 50% of buyers have returned a product they purchased online because it didn’t fit the description at least once. Given that a high return rate may prevent your products from getting the Amazon Choice badge, it is vital to ensure that the titles, Produktvarianten, descriptions, and photos accurately reflect the products you’re selling. That way, the return rates will improve, customers will be more satisfied with your service and may even be more inclined to purchase your products again in the future.
Schlussfolgerungen
While getting an Amazon Choice badge on your listings isn’t easy, it’s work that pays off handsomely. The Amazon Choice badge will help you increase your sales and attract more attention to your Amazon listings. So be patient, find the most relevant keywords, follow the tips in this post, and enjoy the benefits of having the badge.
Managing all processes related to running a business on Amazon on your own can be pretty time-consuming, complex, and tiring. If you are interested in getting the most out of your Amazon business, it will be a good idea to hire an experienced professional agency that will help you increase your revenue and expand and grow your Amazon business. Schedule your free discovery call with one of Nuoptima’s specialists now and take the first step on the path leading to a successful Amazon business.