Plenty of the "Amazon's Choice" flags are...a little deceptive. Maybe not deceptive in a conventional sense, but say you see a product in the search results on Amazon and one has that flag. You click on it, because hey.

Then you notice the keywords attached to "Amazon's Choice". Oftentimes, they're strange and esoteric. Oftentimes, that flag is put on what appears to be a random off-brand item sitting right next to a much, much better product more deserving of that "Choice" insignia.