Amazon is testing a new program for eligible US sellers to identify their products and storefront as a Black-owned business, the company announced this week.
“As part of Amazon’s commitment to supporting and empowering the Black community, we are testing a new badge to make it even easier for customers to identify and shop products that come from Black-owned businesses,” said Dharmesh Mehta, vice president of Amazon Worldwide Selling Partner Services.
“We are eager to learn how the badge best helps customers discover Black-owned businesses and how it can help Black entrepreneurs succeed and grow in Amazon’s store.”
Eligible sellers will be able to have this badge displayed on their products or storefront if they upload a valid diversity program certification from a government agency or third-party supplier.
Examples of typical certifications Amazon will accept for this program are the National Minority Supplier Development Council, US System for Award Management, US Small Business Administration, and SupplierGATEWAY. Other certifications may be accepted, subject to Amazon’s review.
No Fee for Amazon Black Owned Business Badge Program
There is no cost to join the program, and sellers can always opt out of the program if they wish. Amazon says once a seller is approved for the Black Owned Business Badge, all of their listings will be marked with the badge.
The company currently does not offer an option to only display the badge on specific products.
Also, at this time, only products sold in the US Amazon store by US-based sellers are eligible for the Black-Owned Business badge. There is a FAQ on Amazon Seller Central that explains the program further.
Amazon did not say if it would expand this program outside the US or develop other badges to identify minority-owned businesses.
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