The Amazon’s Choice badge may seem small, but it carries major weight with shoppers.
It’s one of those trust signals that quietly nudges people to click Buy Now—even if they don’t fully understand how the badge works.
For sellers, this little label is gold.
Knowing which products are holding the badge for specific keywords gives you a behind-the-scenes look at who’s dominating, what terms they’re targeting, and which keywords are truly driving conversions. If you can identify where competitors have the edge—or where no one’s claimed the badge yet—you’re in a great position to make strategic moves that boost your visibility and credibility.
To dig into this, start with a single ASIN search in Cerebro. Pop in the product you want to analyze—whether it’s yours or a competitor’s—and head over to the filters.
Select the Amazon’s Choice filter and choose Analyzed Product from the dropdown. Hit apply and get ready to see the magic.
Your results will now show only the keywords where that product held the Amazon’s Choice badge the last time Helium 10 pulled data. If the badge shows up fully colored in Cerebro, it means the product had it at the time.
And if you check on Amazon, it might appear as “Amazon’s Choice” or “Overall Pick”—slight variations, same trust factor.
As you're exploring, you might also see “Other Product” pop up in the dropdown. That means a different seller—not the one you're analyzing—held the badge for that keyword. “No Badges” means nobody’s taken the badge yet for that term, which could be a hidden opportunity waiting for someone to claim.
This kind of analysis is about more than curiosity—it’s strategy. If your competitor is holding the badge across a bunch of high-volume keywords, you’ve found a market leader worth watching. On the flip side, if a solid keyword doesn’t have a badge holder at all, that’s your cue to step up. Optimize your listing, fine-tune your PPC, and go after it. That badge could be yours—and with it comes more trust, more clicks, and more conversions.
Try this out with your products and see what insights surface. You might be surprised at how much ground you can gain just by knowing where the badges live.