The Amazon's choice URL helps give Amazon that extra algorithmic push to award you the Amazon's Choice badge for a given keyword.

Visitors coming in via this URL see a very simple and targeted page with your product, the target keyword, and the Amazon's Choice badge attached to it like so:

With enough volume, depending on niche, Amazon may reward you with the Amazon's Choice badge in organic search results, enabling your listing to stand out to Amazon users.

This is best used when you're already page 1 for the targeted term and are seeking to grab more market share.

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