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- Amazon is testing a new badge for some of its higher profile clothing brands: "Top Brand."
- Similar to the "Best Seller" and "Amazon's Choice" badges, it is designed to give buyers another reason to click and buy.
- Amazon has been trying to get a bigger dick out of the apparel market
- Visit Business Insider's homepage for more stories.
Amazon wants it to buy more clothes.
The retail giant is testing a new badge for some of its higher-profile clothing brands on its website: "Top Brands." Brands like Fruit of the Loom, Under Armor, and New Balance have some of their apparel marked with the new badge.
Search for "running shoes" for example, and the results that come up form New Balance will be tagged with the new badge. Search "t-shirt," and some options from Under Armor may come up labeled "Top Brand."
The new badge was first spotted by Juozas Kaziukėnas, founder of Marketplace Pulse. The testing was confirmed to Bloomberg by an Amazon spokesperson, who said it was to denote that brands are popular with customers.
It's unclear what exactly is a Top Brand. That ambiguity mimics the "best seller" and "Amazon 'Choice" labels, where Amazon gives only a hint of what exactly goes into the formula.
Top Brand is not part of Amazon Advertising, and brands do not pay for the privilege of being labeled a top brand.
Amazon's incredible number of offerings can be somewhat unwieldy – especially for customers looking to buy clothing. There are many different brands, many of which are known and are not considered in the box.
The top brand tag may be a way for the company to be more comfortable. It may also be a way to steer customers from the many lower-priced options to the brand name options.
Amazon has been very active in trying to carve out a larger space.
It has developed and launched many new brands, and has launched Prime Wardrobe, a try-before-you-buy service with free return shipping.
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