How to get Amazon's Choice Products Wth DataForSEO API

How to Get Amazon’s Choice Products with DataForSEO API

With over 2.7 billion monthly visits and more than 400 items sold per minute, Amazon is the world’s number one e-commerce platform. It has 1.5 million active sellers worldwide, and 1,495 new sellers join the marketplace every day. Amazon stores a great variety of products, offering an inventory of more than 75 million items available for sale.

While having a vast choice of products may seem like an advantage at first glance, some consumers experience what is called “choice overload.” Researchers have found that when presented with too many options to select from, buyers often feel overwhelmed and may even not purchase at all.

To tackle the problem, Amazon designed “Amazon’s Choice” and “Best Seller” badges that help shoppers choose from a wide range of seemingly identical products.

In this article, we would like to elaborate more on this topic and describe:

  • what “Amazon’s Choice” and “Best Seller” badges are;
  • how they impact traffic and conversions;
  • what criteria a seller needs to meet to receive the labels;
  • how to get “Amazon’s Choice” and “Best Seller” products with DataForSEO API;
  • and most importantly, how you can use this data to help your customers improve their product listings on Amazon.

What “Amazon’s Choice” and “Best Seller” badges are and how they impact traffic and conversions

“Amazon’s Choice” is a feature that algorithmically identifies the best product for a shopper’s keyword and programmatically assigns the badge to it.

amazon choice badge

It was originally designed for Amazon’s voice assistant, Alexa, in 2015. When a consumer uses the voice assistant to search for some product on the marketplace, Alexa offers them an “Amazon’s Choice” item.

In order to receive the “Amazon’s Choice” badge, a product must meet the following criteria:

  • prime eligibility (only Prime-eligible products fulfilled by Amazon and available to be shipped immediately can receive the badge);
  • high rating and positive reviews;
  • low return rate compared to similar items;
  • competitive price.

As for the “Best Seller” label, it is given to sellers that sell the most number of items in their product category.

best seller badge

Initially, Amazon displayed the badge only for the #1 best seller in a category, but today, several products in a single category can carry the badge simultaneously.

In a nutshell, the difference between the two labels is that “Amazon’s Choice” is linked to keywords, while “Best Seller” is linked to product categories.

Both labels increase conversions and traffic to a product listing. A study of 37,000 Amazon products conducted by Profitero revealed that the “Amazon’s Choice” badge boosts product glance views by 17% and conversions by 25%. In contrast, the “Best Seller” badge increases product glance views by a whopping 45% and conversions only by 3%.

how badges impact conversions and traffic

That’s what makes these badges so desirable.

In the following paragraphs, we will show you how to find “Amazon’s Choice” and “Best Seller” products with DataForSEO API and leverage this data to help your customers optimize their Amazon listings.

How to get “Amazon’s Choice” and “Best Seller” products with DataForSEO API

You can get products with “Amazon’s Choice” and “Best Seller” labels using DataForSEO Merchant API. Its Products endpoint will provide you with up to 700 Amazon listings for a specific keyword. Along with the URLs of listed items, the API returns:

  • ranking position of each product;
  • pricing data;
  • rating data;
  • delivery information;
  • title and main image of a listing;
  • its ASIN, and more.

In the API response, you will also find two parameters indicating whether a listed product has the “Amazon’s Choice” or “Best Seller” badge: is_amazon_choice and is_best_seller.

is_amazon_choice true indicates that the product carries the “Amazon’s Choice” badge and is_best_seller true means that the product is marked as “Best Seller.”

Example of the response:

{
  "type": "amazon_serp",
  "rank_group": 2,
  "rank_absolute": 4,
  "xpath": "/html[1]/body[1]/div[1]/div[2]/div[1]/div[1]/div[1]/span[3]/div[2]/div[5]",
  "domain": "www.amazon.com",
  "title": "Acer Nitro 5 AN515-55-53E5 Gaming Laptop | Intel Core i5-10300H | NVIDIA GeForce RTX 3050 Laptop GPU | 15.6\" FHD 144Hz IPS Display | 8GB DDR4 | 256GB NVMe SSD | Intel Wi-Fi 6 | Backlit Keyboard",
  "url": "https://www.amazon.com/Acer-AN515-55-53E5-i5-10300H-GeForce-Keyboard/dp/B092YHJGMN/ref=sr_1_4?keywords=gaming+laptop&qid=1640174678&sr=8-4",
  "image_url": "https://m.media-amazon.com/images/I/71m03KItMZL._AC_UY218_.jpg",
  "price_from": 794.95,
  "price_to": null,
  "currency": "USD",
  "data_asin": "B092YHJGMN",
  "rating": {
    "type": "rating_element",
    "position": "left",
    "rating_type": "Max5",
    "value": "4.3",
    "votes_count": null,
    "rating_max": "5"
  },
  "is_amazon_choice": true,
  "is_best_seller": false
}

Once you’ve received Amazon listings, you can extract the products with labels, collect their ASINs, and use them to send requests to the ASIN endpoint for more detailed product information.

{
  "type": "amazon_product_info",
  "rank_group": 1,
  "rank_absolute": 1,
  "position": "left",
  "xpath": "/#document",
  "title": "Amazon Basics Cotton Jersey Bed Sheet Set - Queen, Chambray Blue",
  "details": "Product Dimensions 11.42 x 9.45 x 5.31 inches\nItem Weight 5.43 pounds\nManufacturer Amazon Basics\nASIN B01BTBRNB2\nCountry of Origin China\nItem model number JR-SS-CHABY-QN\nCustomer Reviews\n4.7 out of 5 stars\nBest Sellers Rank #594 in Home & Kitchen ( See Top 100 in Home & Kitchen )\n#1 in Quilt Sets\n#18 in Sheet & Pillowcase Sets\nFabric Type 100% Cotton\nMaterial Care Instructions Machine Wash\nSpecification met Certified frustration-free\nIncluded Components Fitted Sheet, Flat Sheet\nImport Designation Imported",
  "image_url": "https://images-na.ssl-images-amazon.com/images/I/91J9pb2yEyL.__AC_SX300_SY300_QL70_FMwebp_.jpg",
  "author": "Visit the Amazon Basics Store",
  "data_asin": "B01BTBRNB2",
  "parent_asin": null,
  "product_asins": null,
  "price_from": 39.99,
  "price_to": null,
  "currency": "USD",
  "is_amazon_choice": true,
  "rating": {
    "type": "rating_element",
    "position": "left",
    "rating_type": "Max5",
    "value": "4.7",
    "votes_count": 13104,
    "rating_max": "5"
  },
  "is_newer_model_available": false,
  "newer_model": null,
  "categories": [
    {
      "category": "Home & Kitchen",
      "url": "/home-garden-kitchen-furniture-bedding/b/ref=dp_bc_aui_C_1/146-4489782-5694652?ie=UTF8&node=1055398"
    },
    {
      "category": "Bedding",
      "url": "/bedding/b/ref=dp_bc_aui_C_2/146-4489782-5694652?ie=UTF8&node=1063252"
    },
    {
      "category": "Sheets & Pillowcases",
      "url": "/sheets-pillowcases/b/ref=dp_bc_aui_C_3/146-4489782-5694652?ie=UTF8&node=1063274"
    },
    {
      "category": "Sheet & Pillowcase Sets",
      "url": "/sheet-pillowcase-sets/b/ref=dp_bc_aui_C_4/146-4489782-5694652?ie=UTF8&node=3732781"
    }
  ],
  "product_information": [
    {
      "type": "product_information_extended_item",
      "section_name": "From the manufacturer",
      "contents": [
        {
          "type": "product_information_rows",
          "title": null,
          "rows": [
            {
              "type": "product_information_image_row",
              "alt": "Amazon Basics cotton jersey sheet sets for twin/twin XL, full/double, queen and king beds",
              "url": "https://m.media-amazon.com/images/S/aplus-media/sota/17e58af8-d0a2-40be-b78f-09b419a140c6.__CR0,51,1000,750_PT0_SX300_V1___.jpg"
            },
            {
              "type": "product_information_image_row",
              "alt": "Amazon Basics",
              "url": "https://m.media-amazon.com/images/S/aplus-media/sota/c406e3ee-4d15-492d-9b58-d8ba9ae502e9.__CR83,88,833,625_PT0_SX300_V1___.jpg"
            },
            {
              "type": "product_information_image_row",
              "alt": "Amazon Basics",
              "url": "https://m.media-amazon.com/images/S/aplus-media/sota/00a87695-33ab-49c9-bfd2-0a0a13128296.__CR0,50,1000,750_PT0_SX300_V1___.jpg"
            },
            {
              "type": "product_information_image_row",
              "alt": "Amazon Basics",
              "url": "https://m.media-amazon.com/images/S/aplus-media/sota/b7e523d6-88c7-4529-b98a-70b34d51f32b.__CR0,29,1000,750_PT0_SX300_V1___.jpg"
            },
            {
              "type": "product_information_text_row",
              "text": "Amazon Basics Cotton Jersey Bed Sheet Sets Cotton Jersey Sheet Sets The lightweight, all-season cotton jersey sheet set turns your bed into a cozy sleeping haven and effortlessly complements bedroom décor. Multiple Sizes & Colors This jersey bed sheet set includes a flat sheet, fitted sheet, and pillowcase(s). Available in Twin, Twin XL, Full, Queen and King sizes. 100% Cotton 100% cotton sheets woven with combed, pre-dyed yarn into a durable, soft jersey material. Machine washable (wash cold; dry low) for easy care. OEKO-TEX Certified Made in OEKO-TEX Standard 100 factory, an independent certification system that ensures textiles meet high safety and environmental standards."
            }
          ]
        },
        {
          "type": "product_information_rows",
          "title": null,
          "rows": [
            {
              "type": "product_information_image_row",
              "alt": "Amazon Basics - The basic idea: Highly rated products at low prices",
              "url": "https://m.media-amazon.com/images/S/aplus-media/sota/e549a8c1-9910-47c9-a358-f0285c42e750.__CR0,0,1464,600_PT0_SX1464_V1___.jpg"
            }
          ]
        },
        {
          "type": "product_information_rows",
          "title": null,
          "rows": [
            {
              "type": "product_information_image_row",
              "alt": "Amazon Basics products for home improvement, office, school, pets, auto, kitchen, computer and more",
              "url": "https://m.media-amazon.com/images/S/aplus-media/sota/abe313e4-25c1-4536-9d51-003abacb9c14.__CR0,0,1464,600_PT0_SX1464_V1___.jpg"
            }
          ]
        }
      ]
    },
    {
      "type": "product_information_extended_item",
      "section_name": "Product description",
      "contents": [
        {
          "type": "product_information_rows",
          "title": "Product Description",
          "rows": [
            {
              "type": "product_information_text_row",
              "text": "Amazon Basics Cotton Jersey Bed Sheet Set - Queen, Chambray Blue"
            }
          ]
        },
        {
          "type": "product_information_rows",
          "title": "From the Manufacturer",
          "rows": [
            {
              "type": "product_information_text_row",
              "text": "Amazon Basics"
            }
          ]
        }
      ]
    },
    {
      "type": "product_information_details_item",
      "section_name": "Product information",
      "body": {
        "Product Dimensions": "11.42 x 9.45 x 5.31 inches",
        "Item Weight": "5.43 pounds",
        "Manufacturer": "Amazon Basics",
        "ASIN": "B01BTBRNB2",
        "Country of Origin": "China",
        "Item model number": "JR-SS-CHABY-QN",
        "Customer Reviews": "4.7 out of 5 stars",
        "Best Sellers Rank": "#594 in Home & Kitchen ( See Top 100 in Home & Kitchen )\n#1 in Quilt Sets\n#18 in Sheet & Pillowcase Sets",
        "Fabric Type": "100% Cotton",
        "Material Care Instructions": "Machine Wash",
        "Specification met": "Certified frustration-free",
        "Included Components": "Fitted Sheet, Flat Sheet",
        "Import Designation": "Imported"
      }
    }
  ],
  "product_images_list": [
    "https://m.media-amazon.com/images/I/91J9pb2yEyL._AC_SL1500_.jpg",
    "https://m.media-amazon.com/images/I/A1ckzKOP-HL._AC_SL1500_.jpg",
    "https://m.media-amazon.com/images/I/A17pxIEcGwL._AC_SL1500_.jpg",
    "https://m.media-amazon.com/images/I/91cphOePI4L._AC_SL1500_.jpg",
    "https://images-na.ssl-images-amazon.com/images/G/01/x-locale/common/transparent-pixel._V192234675_.gif"
  ],
  "description": "About this item\n100% Cotton\nImported\nQueen sheet set includes (1) 102x90 inch flat sheet, (1) 80x60 inch fitted sheet and (2) 20x30 inch standard pillowcases\nLightweight all-season sheets are exceptionally soft, breathable, and comfortable; woven with a pre-dyed yarn for a combed cotton heathered look\nJersey knit stretch provides a perfectly snug fit on your mattress; fitted sheet pockets fit mattresses up to 14-inches deep\nMachine washable for easy care\nEasy care; machine wash and tumble dry\nMade in OEKO-TEX Standard 100 factory, an independent certification system that ensures textiles meet high safety and environmental standards.",
  "is_available": true
}

By integrating DataForSEO’s Merchant API into your tool, you will be able to analyze Amazon SERP on a large scale and offer valuable insights to your customers.

How to leverage Merchant API data to help your customers optimize their Amazon listings

Take this scenario: your customer ranks on the third page of Amazon SERP for the “wireless keyboard” query. Their goal is to optimize their listing and improve rankings to boost sales. Any experienced Amazon seller would first find the top-performing product listing for the keyword and compare it with their listing to reveal its weak points.

More specifically, they would compare:

  • Price;
  • Listing completeness;
  • Average rating and number of reviews;
  • Quality of product images;
  • Title and description.

So if they noticed that, for example, their competitor had 1000 product reviews while they had only 100, they would focus on getting more reviews, which would eventually help them obtain higher positions.

Now suppose that the client has hundreds of target keywords. At this point, manually finding top listings for each keyword and then using them for comparison becomes unproductive.

That’s when your tool would come in handy.

With DataForSEO API, your software could find “Amazon’s Choice” and “Best Seller” products (i.e., top-performing listings) for your customer’s target keywords and provide benchmarks. In other words, it could automate everything described above, saving the customer’s time and effort.

The tool could work the following way:

example of how the tool could work

1 Your customer adds their product listing to the platform. It can be done by simply providing the product’s ASIN, which is displayed on any Amazon product page.

2 The tool sends a request to the ASIN endpoint.

3 It analyzes the product, and returns its complete information. The tool uses it to visualize the product page.

4 Meanwhile, the client specifies their target keyword for which they want the product to rank better.

5 The tool sends a request to the Products endpoint and finds the “Amazon’s Choice” item for the specified keyword.

6 It collects the item’s ASIN and retrieves its complete info with the ASIN endpoint.

7 The tool uses the information to visualize the competitor’s page.

8 Then, the tool compares the customer’s and their competitor’s products. For example, it could calculate how many reviews the customer’s product needs to catch up with the competitor’s listing, how much their average ratings differ, how much their prices differ, and more.

After that, the customer sets KPI based on the data they received from your tool and works on optimizing their listing. Eventually, they might outrank the competitor and even take the badge for themselves.

Conclusion

Amazon is extremely competitive: thousands of products are added to the marketplace daily, making it difficult to rank a new product. In order to compete properly, sellers must analyze their competition and implement rivals’ best practices on a regular basis.

With Merchant API, you will be able to help your customers save their time and effort by automating many monotonous processes. What’s more, you will enable them to analyze competition on a large scale, which is simply impossible to do manually.

So why hesitate? Integrate Merchant API into your tool and take full advantage of its capabilities.

Sign up today and get a $1 credit to make your first API calls!

Edward
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