Overview

Amazon offers a "Small Business" badge that appears on product listings from qualifying US-based small business sellers and artisans. This designation helps shoppers discover and support smaller brands on the platform, while giving eligible sellers a visible trust signal that can boost conversions and brand visibility in an increasingly competitive marketplace.

Key Points / What Sellers Need to Know

• SBA Definition Applies — Amazon follows the U.S. Small Business Administration's official definition to determine which sellers qualify as a small business. This means your business must meet the SBA's size standards for your particular industry, which typically considers annual revenue and number of employees.

• Brand Registry Is Required — To be eligible for the Small Business badge, sellers must have a brand registered through Amazon Brand Registry. This means you need an active registered trademark and an approved Brand Registry enrollment before your products can display the badge.

• Selling Role Matters — Your account must have an appropriate selling role, such as manufacturer or brand representative, assigned to a brand that is registered with Amazon Brand Registry. Resellers or unauthorized third-party sellers of a brand's products are not eligible.

• Amazon Handmade Qualifies — Sellers participating in the Amazon Handmade program are also eligible for the Small Business designation. Handmade artisans already meet the criteria as small-scale producers creating unique, handcrafted products.

• US-Based Businesses Only — The Small Business badge is currently available for brands and artisans based in the United States. International sellers operating in the US marketplace are not eligible for this specific badge at this time.

How the Small Business Badge Works

The Small Business badge is a visual indicator that Amazon places on eligible product listings throughout the store. When customers browse or search for products, they can see this badge directly on the product detail page and in search results, making it easier to identify items from smaller brands. Amazon automatically determines which products receive the badge based on the seller's account status, brand registration, and business classification. Sellers do not need to manually apply a badge to individual listings — once your account and brand meet the eligibility criteria, qualifying products are flagged automatically.