How to get the Amazon Best Seller Badge

The Amazon Best Seller Badge is a great way to differentiate your product from the competition, showcase just how well your product performs with its consumer audience, and helps to convert new-to-brand shoppers. A product that has both the Best Seller Badge and appears on the first page of search results means it has the highest sales velocity in its category and the highest keyword relevance, and the combination of these two criteria is a great spot to be in to capture customers.To attain the Best Seller Badge, it’s first crucial to ensure that your product is retail-ready. Next, understand the impact of the Best Sellers Rank in getting the Best Seller Badge and how these two things can in turn help drive more sales.

How to Increase your Chances of Getting the Amazon Best Seller Badge

Increase your Amazon Best Seller Rank

To earn the Amazon Best Seller Badge, your product firstly needs to achieve the highest Best Seller Rank (be #1 in sales). While all products that have made a single transaction reflect a Best Seller Rank in their main category and subcategories, Best Seller items only include the top 100 with the highest sales velocity within their topmost broad categories. So how do you increase your Best Seller Rank to get that Best Seller Badge? Leverage Sponsored Ads to drive sales by targeting category keywords that attract new-to-brand customers. Additionally, you can try retargeting customers who viewed your product but did not purchase, or dominating competitor Product Detail Pages with Sponsored Display to help increase your chances of growing sales. The more visible your product listing is, the more likely customers are to buy from you, thus increasing sales, and in turn bumping your Best Seller Rank higher.

Get your Product Retail-Ready

Start by classifying your product into the correct main category and subcategories following Amazon’s guidelines. Placing your product in a completely unrelated category hurts more than it helps your product. Being retail-ready means creating a Product Detail Page that clearly showcases your product. Best practices include: ensuring that all information is accurately reflective of what your product looks like with a clearly stated product title, product description & bullet points including variations in size, color, materials where applicable, and a main product-only image on a white background & a mix of lifestyle images to show your product in action. 

As always, your product should always contain sufficient inventory to avoid being delisted from search. Moreover, you may aim to sell your product at a competitive price and possibly offer promo codes, Subscribe & Save options, or run a lightning deal.

Lastly, a customer’s guaranteed delivery convenience by Prime shipping, whether you choose Fulfillment by Amazon (FBA) or Seller Fulfilled Prime (SFP), is one of the top reasons they are more likely to purchase your product over another. These retail-ready steps increase the chances of your product winning the buy box, closing a sale, and a happy customer leaving positive reviews to help you reach 15 reviews and an average rating of 3.5 stars faster, all of which are part of the retail-ready checklist.

Increase your Ad Rank & Amazon Product Rank (Organic Rank)

The primary reason you want to increase your Amazon Product Rank (where your product listing shows up organically in search) is because a higher organic rank increases the number of shoppers who will see your product. When you run an ad on "shoes," for example, and successfully complete a sale, Amazon will then know that you convert well on this keyword. Now, Amazon will rank you higher organically and you will show up higher in search, which will result in more sales. Check out How Hero Cosmetics got the Amazon Best Seller Badge. 

The best ad rank for Sponsored Brands ads (SB) appears at the very top of search as a branded banner while the optimal position for Sponsored Products ads (SP) are the first four products are seen at the top of search under SB. Both these ads are on the first page of a search result. On the first and any subsequent search page, there are also middle and bottom of search SP and SB, positions that aren’t the very first sponsored listings to catch a customers’ attention, in comparison. Obtaining the best ad rank is important as it means that customers are more inclined to click into your product listing. Eventually, as your product becomes more relevant as determined by Amazon’s A9 algorithm upon each search over time, with increased visibility, and with sales growth, your Amazon Product Rank – its organic position – should also climb higher. 

Although the Best Seller Rank is different from the Amazon Product Rank, they are related in their impact on sales. Keyword relevance and conversion rates work together to achieve higher product rankings. Amazon’s A9 product search algorithm evaluates the likelihood of your product’s conversion by examining its historical performance and enables this positive feedback loop: the more visible your product listing is, the more likely a customer is to make a sale; the higher the sales of your product, the higher your overall rank, including organic rank. And so the higher your sales are, the closer you are to achieving the Best Seller Badge.

Here are some ad strategies available through Perpetua to increase your product’s ad ranking to help it climb organic ranking: 

• Run ads on high-volume long-tail and flagship category keywords: 

Flagship keywords are generic, category, unbranded keywords that are popular for your product. For example, if you’re selling water bottles, “water bottle” is likely a very general yet precise keyword you’re going to bid on. These are very competitive with higher cost-per-clicks (CPCs) than more specific long-tail ones, which are also generic, category keywords, but more specific, such as “big water bottle 1L” or “small water bottle 330ml.” Returning a more specific search indicates a customer’s significantly higher purchase intent, and these keywords have the highest probability for conversion. Perpetua’s keyword harvesting feature enables advertisers to find relevant long-tail keywords much more easily. 

• Run ads targeting your branded keywords: 

While competitors may bid on your brand name as part of their keyword strategy and vice versa, it may be expensive to do so because chances are, for instance, a customer searching for “Nike,” isn’t looking for “Adidas.” Your brand name is cheap when you bid on it as a customer who is searching for your brand name likely has a much higher purchasing intent than another customer who is searching for unbranded keywords.

• Shift less spend to low-volume keywords and low-performance products: 

If you used auto campaigns to target loose and close keyword matches as well as substitute and complement ASINs and have identified low-performing targets, you may consider lowering your ad spend in these.

• Use keyword boost:

Once you’ve seen which keywords return high search volume, determine the ones that are appropriate to include as part of your product’s title and description. Doing so will help you greatly optimize your Amazon SEO. You can also leverage Perpetua’s keyword boost to climb organic rank, especially on flagship category keywords. This feature allows you to appear in prime real estate on Amazon by increasing your budget on these. Over time, the more you leverage keyword boost, the more the high-performing keywords you’ve chosen to target are likely to appear as organic product listings and organic sales, and so the goal of this strategy is not efficiency but incremental sales.

Combined, these ad strategies aim to serve your product listing organically higher in search results, meaning over time, they become increasingly relevant, helping you spend less as your product’s sale velocity goes up. 

Are you an Amazon seller or a marketplace agency looking to take your Amazon advertising to the next level? Email us at hello@perpetua.io to learn more.