New Amazon Badges Increase Discoverability and Allow for Values-Based Buying

Amazon continues to usher in a more values-based shopper experience by spotlighting small business and minority-owned brands through new Amazon badges. 🙌

US-based small businesses and artisans may qualify for and apply to this certification program by registering with Brand Registry or Amazon Handmade. It is currently being tested and allows for clearer identification and transparency as to the brands behind the listings.

New Badges to Highlight Small Businesses

• Black-Owned Business Badge. In celebration of the Black Business Month and the 1st year anniversary of Black Business Accelerator, Amazon launched a new badge that will make it easy for shoppers to find Black-owned businesses on the retail platform. This badge tells people when a product offer they’re looking at is sold by a Black-owned business. Aside from search, the badge will also be visible to customers when they’re on a Black-owned product detail page.
• Small Business Badge. You’ve probably heard of the Small Business Badge, but it’s worth repeating here in case you missed it.

Amazon introduced the small business badge earlier this year, announcing, “We’re starting first by testing the Small Business badge on a subset of eligible product detail pages in the U.S., and plan to scale further as we learn how the badge can best help customers discover small business products they love.”

Making good on the promise, it is now possible to apply for one of several of these new badges on the Add a Certification page. 👌

Other certifications that may be of interest to you include:

• National Diversity Certifications for Women-Owned Businesses, Veteran-Owned Businesses, Economically Disadvantaged Women-Owned Business, LGBT Business Enterprise, and more.
• State Diversity CertificationsState Diversity Certifications
• Climate Pledge Friendly Badges

♻️ We previously featured the Climate Pledge Friendly Badges in another post, specifically highlighting Amazon’s own Compact by Design program.

In this competitive landscape, it’s important to take any advantage you can and these badges are beginning to allow us “little guys” to start differentiating ourselves from the big brands that are sometimes harder to compete with. 💪

As buyers increasingly become socially conscious and begin to realize they can reinforce their values through their buying habits, Amazon seems to be attempting to humanize the shopping experience and community sellers may reap the benefits. 🔥