Overview

Amazon is currently testing a new search filter that lets shoppers limit results to items sold by brands that carry the Small Business badge. The feature appears in the left‑hand sidebar of the search results page and is only visible to customers who opt to use it. Sellers who already display the badge may gain a fresh, organic discovery path that reaches shoppers actively seeking smaller, independent brands.

Key Points

• Customer‑initiated filter — Shoppers can click a new “Small Business” option in the search sidebar to view only badge‑qualified products, similar to existing brand or price filters.
• Automatic eligibility — Any product that already shows the Small Business badge is included without a separate application or extra paperwork.
• Limited pilot rollout — The filter is being shown to a subset of Amazon’s global audience; Amazon will monitor usage and may expand or modify the feature based on early results.
• Integrated into the standard search flow — The option lives alongside familiar filters such as “Brand,” “Price,” and “Customer Review,” meaning it does not require a dedicated storefront or landing page.
• Potential traffic boost — Because the filter is activated by shoppers who explicitly want to support small brands, the resulting traffic is likely to have higher purchase intent than generic browse traffic.
• Badge criteria remain unchanged — Eligibility still depends on the existing Small Business program requirements, which include Brand Registry enrollment and meeting Amazon’s revenue or employee thresholds for a small business classification.

How the Filter Works

1. Search execution — A customer enters a keyword (e.g., “ceramic mug”) and receives the standard list of results. If any of those results carry the Small Business badge, Amazon adds a new checkbox labeled “Small Business” to the left‑hand filter panel.
2. Filter activation — The shopper selects the checkbox. Amazon instantly refreshes the results page, removing items without the badge and displaying only those that qualify. The layout, pagination, and sorting options remain unchanged, preserving the familiar browsing experience.