What Does It Mean When a Product Is ‘Amazon’s Choice’?

If star ratings or best-sellers aren’t good enough metrics to judge a product, Amazon also has a feature called “Amazon’s Choice.” Amazon isn’t transparent about what being a chosen product entails, but sellers, consultants, and consumers speculate that it may have something to do with how often a product is returned and whether it’s fulfilled out of a warehouse. It’s also very keyword-dependent—if you search for “toothpaste” versus “best toothpaste,” for example, you get different results.