What is Amazon’s Choice? – Business Insider

Items labeled “Amazon’s Choice” tend to be popular with
customers.
AP/David
Zalubowski

• Amazon labels
  some items “Amazon’s Choice,” a moniker that has appeared on an
  increasing number of products recently. 
• Amazon recently
  revealed the parameters that guide how items are selected for
  the label. “Amazon’s Choice” products have a low return rate
  and high ratings, and they’re more popular than other
  items.
• It’s a sought-after distinction for makers and sellers,
  as the label tends to catch the buyer’s eye. 

Amazon has started explaining its choice to highlight certain
products. 

The “Amazon’s Choice” label, with its sleek graphite background
and orange-and-white lettering, has been popping up on more and
more items on the retailer’s website.

At first glace, it’s a way to make Amazon’s maze of millions of
listings easier for customers to shop when they search for
something relatively generic, like headphones or phone chargers.
The selections are attached to searches for generic terms like
these.

Essentially, a product marked “Amazon’s Choice” is an item that
many buyers have purchased and were satisfied with, as told to
Amazon through reviews data. If you hover over the icon, there is
a description that reads: “Amazon’s Choice recommends
highly rated, well-priced products available to ship
immediately.”

Some items, like
this portable Bluetooth speaker, list
“h
ighlights for this product,” including a low
return rate, high ratings, and a best-seller ranking.

Amazon

Here’s what you can usually discern if an item is labeled
Amazon’s Choice:

• It’s popular and frequently bought by customers who
  searched the same thing you did.
• It has a high customer rating.
• It’s available to ship quickly via Prime.
• It’s shipped by Amazon itself, if not always sold by Amazon.
• It has a low return rate from customers.
• It has a competitive price.

Apart from that, Amazon’s methods for selecting these items are
shrouded in mystery. 

Amazon’s Choice items are becoming more important as these are
the items Amazon’s search engine will deliver when you ask Alexa,
Amazon’s voice-shopping service, to search for you.