Amazon’s Small Business Badge: Benefits & How to Get It
Life as a small business is tough. Margins are hard and it always seems impossible to get noticed.
Luckily, the Small Business Badge on Amazon allows sellers to identify themselves as small businesses to make it easier for customers to find and purchase your products.
The recent changes to the e-commerce landscape have made shoppers more conscious of their shopping habits. Especially when it comes to supporting small businesses. In a study by Active Campaign, 56% of consumers said they’re prioritizing purchasing from small and medium-sized businesses (SMBs).
In this article, we’ll tell you what the small business badge is, its benefits, and how you can get it.
What is the Amazon Small Business Badge?
The Amazon small business badge is a program that allows small businesses to showcase their products on Amazon. It’s a great way for small businesses to reach a wider audience and gain more exposure for their products.
Where does the small business badge appear?
When you search any kind of product, badges always appear on the search engine results page (SERP). There are quite a few and if you’re interested you can read more about the types of badges on Amazon and what they mean here.
These badges help products stand out among the hundreds of products a customer needs to scroll through.
The Small Business Badge appears at the bottom of the product below the price and delivery options, in a similar spot to where the Climate Pledge-Friendly Badge appears:
On the product page, it also appears below the bullet points under the “Additional Details” section:
How to find a small business on Amazon
Shopping small businesses on Amazon is easy. From the hamburger menu in the top-left corner of the screen where it says “All”, you’ll notice an extensive menu.
Under the Programs & Features section, there’s a “Small and Underserved Businesses” sublabel where you’ll find “Support Small Store”.
Amazon has since added some new categories to highlight underserved businesses:
- Black-owned
- Women-owned
- Hispanic-owned
- Military family-oriented
- Family-owned
- Makers
Since we first published this post in January of 2023, Amazon has expanded on this program by releasing its own podcast This is Small Business, sharing small business stories, and creating a black business accelerator.
How to get the Amazon Small Business Badge
The small business badge is awarded to businesses that meet certain criteria. To qualify you’ll need to:
- Be a brand-registered seller (or be an Amazon Handmade seller).
- Have fewer than 100 employees
- Have an annual revenue of less than $50 million
If you tick off these 3 boxes, then the next steps are to contact Seller Support with:
- The name of your brand and company
- Your business address (this should match the one Amazon has on file)
- Your Merchant Token ID (to find this, click on “Account Info” under Settings)
They’ll reach back out in about 10 business days.
Amazon also provides a thorough Small Business products FAQ if you’re still unsure about whether you qualify or have any more questions.
Once your business is deemed eligible, all of the products in your Amazon Store will be enrolled and display the Small Business Badge.
Amazon Small Business Badge Benefits
You may be wondering whether applying and going through the process is worth it. We’ve listed a few benefits of adding the Small Business Badge to your listings.
Stand out in a crowded marketplace and increase click-through rate
With so many products available on Amazon, it can be difficult for small businesses to get noticed. The Small Business Badge can be an extra tool for increasing click-through rate to a product’s page from the search results by differentiating a small business and making it more visible to potential customers.
Although it doesn’t stand out as much as a colorful coupon badge or other badges, it’s still an extra signal that stands out in the search results and could be the thing that distinguishes a product with a Small Business Badge from one without it.
Allow customers to easily identify products from small businesses
In today’s market, many consumers are actively seeking out ways to support small businesses, especially after the pandemic was responsible for so many of them having to close their doors. The small business badge signals that they are supporting a small, independent business when they choose to click on the product (this increases a product’s click-through rate, or CTR).
Build trust with customers
The small business badge can also help small businesses build trust with customers. They’re more likely to trust and support businesses they know are small and independently owned. Customers may view these products as being more authentic and personal, which can lead to increased interest in the product and ultimately a higher click-through rate.
By displaying the small business badge, small businesses can show customers that they are a trustworthy and reliable source for the products they sell. The customer may also feel better that they’re receiving a product from just around the corner (or something that is handmade) rather than somewhere far away overseas.
Opportunity to be featured in special promotions on Amazon
Aside from being directly searchable under the programs and features section, Amazon also sometimes features small businesses directly from the home landing page.
Bonus: it’s free
Unlike some other Amazon programs that require fees, the small business program, fortunately, doesn’t. You just need to show that you qualify!
Key Takeaways
Overall, the small business badge is a valuable asset for small businesses selling on Amazon, as it can help differentiate their products and increase visibility on the platform.
It allows them to:
- Showcase their products
- Reach a wider audience
- Build trust with customers
- Get extra exposure through special Amazon events and promotions
If you are a small business owner and are looking for ways to grow your business, consider applying for the small business badge on Amazon.
