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Amazon is trying this new badge feature specifically for the fashion category because consumers are generally brand conscious when buying items like handbags and shoes. But not all women's belts fall into the fashion category, so they are not eligible for the Top Brand badge, even though Amazon may generally consider them to be Top Brands.

Purpose

Judging from a series of recent actions by Amazon, whether it is lowering the threshold for leaving reviews or helping customers distinguish between ordinary products and high-quality products, its purpose is to improve the user experience of the platform. The "Our Brand" label tested recently is obviously to further promote the exposure and sales of Amazon's own brands.

Expert Voice

1. Premium + Sales: Amazon's decision on whether to award a Top Brand badge depends on two factors: one is the brand's sales, and the other is how many products the brand's merchant has on the shelves. In other words, if a brand has a limited variety of products on the shelves, but has a large sales volume, it is likely to be awarded the Top Brand by Amazon in the case of "premium + best-selling";

2. Customer Satisfaction: When Amazon awards this badge, it mainly considers the buyer's overall satisfaction with the product, including low frequency of consumer returns and high repurchase rate;

3. Sales volume + conversion rate: Amazon focuses on the sales volume and conversion rate of the product, that is, how many people browsed the product listing and ultimately made a purchase;

4. Highest Sales in a Category: Another expert said that this badge will be awarded to the product with the highest sales in a particular category.

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