Amazon Tests ‘Top Brand’ Label for Some Big-Name Fashion Sellers

guest · Aug 18, 2019

Amazon Tests ‘Top Brand’ Label for Some Big-Name Fashion Sellers
August 16, 2019
https://www.bloomberg.com/news/arti...brand-label-for-some-big-name-fashion-sellers

Amazon.com Inc. is designating products sold by certain companies as “top brands,” a test that if widely implemented could ease tension between the online retail giant and big-name companies used to favorable positioning at brick-and-mortar retailers.

An Amazon spokeswoman confirmed the company is testing the label on fashion items, basing the designation on brands that are popular with customers. She said brands don’t pay for the label.
Critics say the logic behind the labels isn’t always transparent to consumers or brands and fear Amazon could use them to prop up its growing range of private labels.

The label, if implemented, could have “substantial impact on how shoppers decide which products to buy,” or how brands compete against cheaper private-label products, Kaziukenas said.
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Amazon: Amazon's New "Top Brand" Badge

guest · Aug 18, 2019

What does Amazon’s “Top Brand” badge actually mean?
Yet another mysterious badge for Amazon shoppers to figure out
August 18, 2019
https://arstechnica.com/gaming/2019/08/what-does-amazons-top-brand-badge-actually-mean/

Amazon has long given customers the ability to search by "Top Brands," but the products previously weren't distinguished by a special badge in search results. Now, if you search for "swimming goggles," for instance, Amazon may return several pairs from Speedo whose photos bear a "Top Brand" badge.

Here's the weird part: the longstanding "Top Brands" search filter isn't quite the same thing as the newer "Top Brand" badge. Here's an example: if you look up "women's belts" on Amazon and filter for "Top Brands," you may notice that not all of the results actually receive the Top Brand badge. How can a company be a Top Brand in one sense but not in another?
Amazon says the discrepancy exists because the Top Brand badge is only a feature within Amazon Fashion, the part of its website dedicated to clothes, accessories, and luggage, while the Top Brands search filter is available across the entire marketplace.

At this point in the story, you may be wondering: What even is a Top Brand? Are Top Brands selected by humans? Or is the metric controlled by an algorithm? Amazon, for its part, says the Top Brand badge simply highlights brands that customers love, but it did not go into any further detail about how that's determined.
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Opaque features like "Top Brand" serve as a reminder that Amazon isn't a traditional retailer, despite the fact that it often wants to look like one to consumers.
Amazon, like every online platform, is figuring out how to manage the chaos without taking full responsibility for the consequences of its management choices.
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