And yet, the Amazon’s Choice badge tries to impose a sense of editorial order—it guides you from a sprawling list of search results to something that was picked, cutting out the decision fatigue of shopping, making sure you purchase something instead of getting overwhelmed and wandering away without spending money. It seems more authoritative than a Best-seller or Amazon Charts badge—both of which are earned based on more straightforward numbers. But it is ultimately less useful than either of those—it’s just a loose label that alerts you to items that are popular for a vague mash-up of reasons. You’re probably better off spending a few minutes reading the reviews.
In his fulfillment center days, when Amazon still had a lot of technological growing pains, Mike was always the guy popping into the tech room to ask, "How can we help?" His curiosity and commitment led to relationships with mentors who helped him follow his newfound passion and transform himself from an art-school grad into a leader of projects that truly reinvent the customer experience.