Did you know more than 60% of sales in Amazon’s store come from independent sellers—most of which are small and medium-sized businesses? In this post, we cover the Small Business badge.
Small Business badge and certifications
The Small Business badge appears on listings to help products from small businesses stand out. Amazon customers who like to support small businesses can use the Small Business filter to discover products with the Small Business badge.
If you meet Gartner’s definition of a small business, the products you offer can qualify to receive the Small Business badge in the U.S. According to Gartner, small businesses typically have fewer than 100 employees and less than $50 million in annual revenue. If you meet the criteria and have headquarters in the U.S., here’s how to get the Small Business badge:
- Sign up for a Professional selling plan
- Enroll in Amazon Brand Registry or Amazon Handmade
- Sign up for the Amazon Business program
Once you’re enrolled in Amazon Business, go to B2B in the main menu of your Seller Central account, then click on Certifications.
Matt Rollens, the founder and CEO of Dragon Glassware, shares how the Small Business badge has helped his brand gain exposure and connect with customers:
The Small Business badge gives us extra visibility and exposure in the Amazon store,” Matt says. “Most customers don’t realize how many small businesses there are in the Amazon store, and the badge helps differentiate us from the bigger brands and companies in our category. Customers that want to support small businesses can clearly see when a brand is a small business with the badge.”
Products can also qualify for the Black-Owned Business badge. Professional Amazon sellers can use this badge to signal to customers that they have a valid and active minority-owned registration or certification. This can appeal to discerning customers. For instance, some businesses have policies directing their employees to place purchases in order to meet social responsibility goals.
The Black-Owned Business badge is one of several certifications Amazon sellers can use to boost sales. Other certifications include:
- Woman-Owned Business
- Minority-Owned Business
- Veteran-Owned Business
Check out this case study to learn how a Black-owned and veteran-owned business used diversity certifications to reach new customers across industries.
See a full list of certifications in the Amazon store
More ways to empower your small business
Have you heard of Buy with Prime, Amazon Accelerate, or Amazon Lending? Resources like these are here to help you reach more customers, reduce costs, and protect your brand, regardless of business size or industry.
Each year, Amazon releases the annual Small Business Empowerment Report, which offers insights into how independent sellers are growing sales, distributing products, and broadening their reach through international sales. For instance, according to the report published in May 2023, independent sellers in Amazon’s U.S. store sold more than 4.1 billion products in 2022—an average of 7,800 every minute—and averaged more than $230,000 in sales.
Interested in hearing from other sellers like you? Visit our Seller Stories to find inspiring stories about how established sellers got their start and their advice for achieving success.
