Amazon is experimenting with a new design for its Best Seller badge, moving away from the familiar bright orange emblem to a smaller, and more subdued black version. This change comes just weeks before Prime Day, scheduled for July 16-17, 2024.

Key Points:

1. New Design: The Best Seller badge is now black and less prominent, replacing the previous eye-catching orange version.

2. Potential Impact: This change may reduce the badge's influence on buyer decisions, potentially leveling the playing field for non-badge products.

3. Timing: The test is occurring in the lead-up to Prime Day, one of Amazon's biggest shopping events.

4. Mixed Reactions: Brands heavily relying on the Best Seller badge may face challenges, while others might welcome the change.

5. Social Proof: The move suggests Amazon may be reevaluating the role of social proof in customer purchasing decisions.

This subtle shift in design could have significant implications for sellers and shoppers alike, especially as we approach the high-stakes Prime Day event.