Amazon introduces “new” badges in latest effort to guide buying choices

Ben StevensEcommerce News

Amazon has started labelling items as “new” in its latest attempt to guide shoppers’ buying choices, just weeks after launching a new “top brand” label.

The ecommerce giant has added another new badge to its roster as it seeks to improve navigation across its platform and its millions of items, allowing customers to more easily discover new and reputable items.

Amazon confirmed to CNBC that it had introduced the “new” badge in “select markets for certain customers” but did not disclose what criteria are used to select worthy of the label.

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

In August, Amazon began testing a new “top brand” label, which has already been given to fashion retailers including Speedo, New Balance, Under Armor and Fruit of the Loom.

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 as online sales via the platform account for around 40 per cent of the US’ total.

Amazon has historically kept its cards very close to its chest regarding its badge policy, which has drawn concern from some US lawmakers.

Last month Senators Bob Menendez and Richard Blumenthal contacted Jeff Bezos demanding clarity on how Amazon selects items to recommend, and why it seemed to be endorsing poor quality items.

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Ben StevensEcommerce News

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