The Amazon online commerce giant has built its success on a promise, that of simplifying purchases, by guiding consumers through a plethoric offer. The old bookstore has since diversifiedand now offers to obtain just about anything and anything, from home appliances, to your clothes, passing by certain food basics.
To find your way around this vast catalog, the platform highlights various labels and certifications. Amazon’s Choice, Climate Pledge Friendly, best sales or flash offers … These badges, which are displayed in search results, spontaneously inspire confidence. But they still deserve to be sifted.
- Best sale: designates the best -selling product in a given category
- Amazon’s Choice: highlights an article appreciated by customers, with the right value for money, and available with fast delivery
- Climate Pledge Friendly: highlights ecological products and focused sustainable development
These labels are an effective shortcut for pressed consumers, who do not have time to compare ten models or immerse yourself in dozens of comments. This is their true added value. However, behind these icons, there are no product experts or independent tests. The selections are entirely controlled by the Amazon algorithm, and are mainly based on three criteria: customer ratings, sales and logistics volume.
Very real algorithmic faults
Concretely, what is highlighted is not necessarily the best, but what best Performs the Amazon ecosystem. Be careful therefore, not to confuse commercial efficiency and qualitative value.
The major problem lies in the reliability of the data on which the algorithm is based: false comments, sponsored assessments or written by remunerated users make customer feedback and easily manipulable ratings. Despite Amazon’s moderation efforts, opaque practices persist. In addition, an article can be stamped better sale, simply thanks to its attractive price, without its sustainability or safety being guaranteed.
Overall, the lack of clear explanation on the criteria of labeling can influence the highlighting of certain products, to the detriment of articles less well classified in algorithmic circuits.
Confidence yes, distrust too
Taking an Amazon label for a guarantee of absolute quality would be a mistake. These badges simplify the purchase, but are not not synonyms for validation. For expensive or technical products – household appliances, sports equipment, connected objects – in -depth verification remains essential.