Amazon tests ‘top brand’ label set to have “substantial impact on how shoppers decide” what to buy


Amazon is testing a new “top brand” label for certain big-name fashion companies which could have a “substantial impact on how shoppers decide which products to buy”.

The top brand label has already been given to fashion retailer including Speedo, New Balance, Under Armor and Fruit of the Loom, according to ecommerce research firm Marketplace Pulse.

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Seller and product designations like “Amazon’s choice” and “best sellers” are already given out by Amazon based on a number of factors including customer reviews, pricing and availability.

According to Amazon this new label will be based on brands that are popular with customers, adding that brands can notably not pay for the label.

Marketplace Pulse’s chief executive Juozas Kaziukenas says that these could act like account verification badges used on social media platforms and could have a “substantial” influence on shoppers’ decisions.

Shoppers often see these badges as endorsements and they can have a significant impact on sales volumes, though many have criticised the potential market influence Amazon wields with these badges.

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