Best Seller Badges, Amazon's Choice Labels and Other Trust Signals

Tactical Guide | E-Commerce Managers, Brand Managers

On Amazon, a small orange badge can tip a purchase decision. At CVS Pharmacy online, it's a "Top Selling" label that catches the eye. At Walgreens, it's pharmacist mentions and certifications that reassure the buyer. These trust signals, often visually discrete, exert considerable influence on conversion rates -- yet the majority of consumer healthcare (OTC) brands in the United States don't actively manage their acquisition.

This article reviews all the badges and trust signals available on major e-commerce platforms for pharmacy and health products in the US, explains how to get them, how to lose them, and most importantly, how to integrate them into a systematic growth strategy.

Why Trust Badges Matter More for Health Products

Before diving into platform-specific details, one thing must be clear: trust signals have a stronger impact in the health category than in most other e-commerce sectors.

The reason is simple. When a consumer buys a dietary supplement, an over-the-counter medication, or a dermatological treatment, the purchase decision involves a higher level of trust than for an accessory or household product. The consumer asks questions that don't arise when buying a phone case: is this product reliable? Have other people used it successfully? Is this platform trustworthy?