Overview

Amazon has begun displaying a new “Small Business” badge directly in search results and on product detail pages. The label automatically appears for sellers who meet Amazon’s small‑business criteria and are enrolled in its brand programs. Sellers should care because the badge acts as a trust signal that can boost visibility, click‑through rates, and conversions.

Key Points

• Automatic visual label — The badge shows up next to qualifying items in both search listings and on the product page, giving shoppers an instant cue that the seller is a small business.
• No separate application — Sellers who are already part of Amazon Brand Registry or Amazon Handmade do not need to submit an extra request; eligibility is determined behind the scenes.
• Universal product coverage — Once a brand qualifies, every SKU under that brand automatically inherits the badge without any additional configuration.
• Sweepstakes promotion — Amazon is running a limited‑time sweepstakes that awards customers an entry for each pound spent on badge‑displaying products, creating a temporary traffic boost.
• Potential performance lift — Early data from similar trust signals (e.g., Amazon’s Choice) suggests that visible badges can raise click‑through rates by several percentage points and improve conversion rates for eligible listings.

How the Small Business Badge Works

1. Eligibility assessment — Amazon scans its Brand Registry and Handmade databases to identify sellers whose business size fits its internal small‑business definition. For example, a boutique jewelry maker registered in Brand Registry with annual sales under the threshold will be flagged as eligible.
2. Badge assignment — Once flagged, Amazon injects the badge into the HTML of every product page belonging to the qualified brand. A seller offering a line of organic teas will see the badge appear next to each tea SKU in search results and on the detail page.
3. Continuous display — The badge remains attached as long as the seller’s brand stays registered and continues to meet the size criteria. If the same organic tea brand expands beyond the small‑business threshold, the badge will be removed automatically without any seller action.