Key takeaways
- Every one of the 625 Amazon's Choice badges we found was on page 1 of its search.
- Rated badge holders had a median of 2,200 reviews, against 137 for rated products with no badge.
- 93.1% of badge holders showed a bought-in-past-month label, and their median price was £12.80.
Every Amazon's Choice badge in our sample sat on page 1, and the 625 badge holders, all of them rated, had a median of 2,200 reviews against 137 for rated products with no badge. We looked for the badge on results pages 1 to 7 of 868 searches on amazon.co.uk, read on 23 to 24 September 2026.
The Data
Amazon gives little detail on how the badge is awarded, so we looked at the products that already hold it and what they share. Across those pages we found 625 badge holders.
| Measure | Amazon's Choice holders | Comparison |
|---|---|---|
| Found on page 1 | 100.0% | not applicable |
| Median reviews (rated products) | 2,200 | 137 for rated products with no badge |
| Show a "bought in past month" label | 93.1% | 36.6% of all products |
| Show a "1K+ bought in past month" label | 46.2% | 3.6% of all products |
| Median price | £12.80 | £16.99 for all priced products |
| Amazon among the sellers | 44.5% | 17.2% of all products |
Every row points the same way. Badge holders are products that already sell, already have a long review history and sit near the top of the search. Every Amazon's Choice badge we found was on page 1. Page two did not get the memo.
Reviews: The Clearest Gap
The biggest difference is review count. Among rated products, badge holders had a median of 2,200 reviews. Rated products with no badge at all had a median of 137. That is a gap of an order of magnitude.
This fits what we see in search ranking generally. Our study of how to rank on page 1 of Amazon found that page 1 products carry far more reviews than products further down the same search. The badge seems to sit on top of that pattern rather than beside it: the products that hold it are the ones that have already won the review race in their search.
A caveat belongs here. Large review counts are shown rounded on Amazon, and reviews can be pooled across variants of one product. So "2,200" is a median of rounded public counts, not an audit of individual reviews.
Sales Labels: Holders Are Proven Sellers
Of the badge holders, 93.1% showed a "bought in past month" label, against 36.6% of all products in our sample. And 46.2% of holders showed "1K+ bought in past month", against 3.6% of all products. Those labels are Amazon's own rounded minimums, so the real sales of these products are at least that high, and likely higher.
We cannot say whether the badge causes the sales or the sales earn the badge. Our snapshot is one point in time, so it only shows that the two travel together. Our guess is sales first and badge second, but that is a reading, not a finding.
Price and Amazon's Own Offers
Badge holders were cheaper than the typical product. Their median price was £12.80, against £16.99 for all priced products. That fits the idea that the badge favours products that are good value within their search, though category mix may play a part too: cheap, frequently bought items gather sales and reviews faster.
Amazon itself was among the sellers on 44.5% of badge holders, against 17.2% of all products. That is a strong link, but it does not mean the badge is reserved for Amazon: on most badge holders, Amazon was not among the sellers we captured. For the wider question of how often Amazon sells next to its marketplace sellers, see does Amazon compete with its own sellers.
The Top of the Search Page
The badge matters because of where it sits. On page 1, slots 1 to 4 are the first rows a shopper sees, and 29.3% of those slots carried an Amazon's Choice badge in our sample. Ads compete for the same space: our post on Amazon sponsored products price shows how sponsored listings in the same search are priced against organic ones.
What the Badge Does Not Tell You
The badge is a useful signal for shoppers, but it is not a quality audit. It sits on products that sell well, carry many reviews and are priced below the typical product. Those are good signs, and they are also exactly the signs a shopper could read from the listing without the badge.
It is also a snapshot. Our data shows who held the badge on 23 to 24 September 2026. Badges can move between products over time, so a product that holds it today may lose it next month. If the badge matters to your sales, it is worth checking the same searches on a schedule rather than once.
What It Means for Sellers and Brands
There is no shortcut in this data. The products that hold the badge are the ones that already win their search on the basics. If you want the badge, the evidence points to working on what the holders share:
- Build a review history. The median holder has 2,200 reviews, so a product with a few dozen is a long way behind the typical holder.
- Earn steady sales in one search. Nearly all holders show a sales label, and 46.2% show 1K+ bought in past month.
- Price competitively inside that search. Holders sit below the overall median price, not above it.
- Get onto page 1 first. No holder in our sample sat anywhere else.
For brands selling through resellers, the badge also tells you which listing Amazon points shoppers to. If that listing is not yours, it is worth knowing which seller holds it. Our guide to scraping Amazon and eBay marketplace data covers how to watch listings over time. The full Amazon UK market study puts these numbers next to the rest of the dataset.
How We Collected This Data
Most of this post rests on the Amazon Search API. Across results pages 1 to 7 on amazon.co.uk for 868 keywords, it captured the Amazon's Choice badge, page, position, review count, "bought in past month" label and price of every product. The one extra field, whether Amazon was among the sellers, came from the Amazon Offers API, which lists the offers on each product's other sellers page. Each API is priced at €0.00015 per call, or €0.15 per 1,000 calls. Runs can be daily, every few days, weekly or monthly, or on demand, and the rows arrive through the REST API or a CSV/Excel export. Get an account to see who holds the badge in your own searches.
Who holds the badge in your searches, and what do they have that you do not? Look it up with 5 free requests, then pay as you go. Log in or sign up, or check pricing first.
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