- Robyn Turk
Amazon is working to sell more clothing. The retail giant has
started labeling certain fashion items with a “Top Brand” badge,
similarly to how it labels items as “Best Seller” or “Amazon’s
The “Top Brand” badge is currently limited to a select number of
search terms in the Clothing and Shoes category. A few top product
results feature the badge under the product image.
Currently, brands including Fruit of the Loom, Under Armour and New
Balance are named as Amazon’s top brands. While Amazon’s criteria in
determining a top brand, Business Insider reported that the feature is
not related to Amazon Advertising, so brands are not paying for the
badge on their products.
Marketplace Pulse hypothesized that the “Top Brand” badge might be
Amazon’s why to help established brands stand out from competition,
similarly to how Instagram has verified accounts.