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The Amazon ‘Top Brand’ Badge is in its testing phase and has gained the attention of many. But, like most things in the world of Amazon, it’s more than what meets the eye. Continue reading to learn more and for our speculation on what this means.

What is Amazon’s ‘Top Brand’ Badge? 

Currently, Amazon relies on its star ratings and other labels like the ‘Amazon’s Choice’ and ‘#1 Best Seller’ badges to set brands and products apart. But, labels like these have recently come under fire for the lack of transparency in how they are assigned. Now, the ‘Top Brand’ badge has been added to the mix. And, as it stands, Amazon hasn’t explained what qualifies a brand to earn this badge. 

So far, it has mysteriously disappeared and reappeared on products only within the fashion category. At this point, there are more questions than answers for brands and third parties. But, many brands and sellers are interested, given the badge’s inherent value.

Why is this Being Tested? 

Amazon is a destination for products in a range of categories. It has grown to house an overwhelming amount of listings to comb through. Brands of all sizes and third party resellers use Amazon to sell anything from luggage to pet supplies. Because of the millions of products available, the Amazon ‘Top Brand’ badge is another way to make trustworthy products and brands more discoverable. It’s reasonable to conclude, consumers are more likely to make a purchase when a familiar or trustworthy the brand is shown in the search engine results pages (SERPs).

Other possibilities for testing this is to serve larger brands and help them fight against smaller third parties or private label brands. Another unlikely, but possible reason it has come into play is to give brands another reason to remain part of the channel’s 1P platform versus transitioning to 3P, like many brands, big and small, have recently explored right now, the badge seems to only be available to 1P brands. 

Finally, unless they are in the market for something very specific, consumers don’t usually enter a brand name in the search bar. By adding the ‘Top Brand’ badge, major brands will be highlighted above the competition. 

What Does This Mean? 

In addition to the reasons listed above, there are many factors speculated to play a role in why Amazon is testing the ‘Top Brand’ badge. We can also speculate as to the factors Amazon considered when awarding this badge (For example, Amazon may consider the number and variety of products a brand offers or customer satisfaction.)
The badge will likely expand to more categories as testing continues. But, if Amazon’s Top Brand Badge sticks to the fashion, it could be a sign of continued efforts to make a mark in the fashion category itself.

In the next few months, there should be clearer updates in whether Amazon decides to run with the ‘Top Brand’ badge. If you could use the support of a strategic partner, schedule a free consultation. As always, we’re here to answer any questions, especially as this story develops.