The best rated baby carriers are the not the ones the companies tell you are the best. They are not the ones that paid reviewers decide are the best. They aren't the ones that customers are raving about - or the celebrities, either. They aren't even the ones that your best friend or mom tells you are the best.
The best rated baby carriers are the ones that fit you the best. Sure, those other things can help you decide which ones are going to be the best for you, which ones are getting the best ratings, don't have safety issues, and best suits your needs, but ultimately, you decide.
The best baby carrier is going to be the one that complements you and your daily needs. Like if it will - fit into your purse or baby bag; hold up on a hike through the woods or the mall; make your days a little less frenzied; go in and out of the wash without shrinking, fraying, or falling apart; keep your baby happy and safe; keep you happy and safe; and numerous other individual factors.
Quite simply, the best rated baby carrier is the one that you rate. Making decisions about choosing a baby carrier for your needs takes research, advice, and testing. But, it will all boil down to which one is going to make you and your baby the happiest.
So, don't follow the crowd, don't buy a baby carrier just because the price tag says it should be the best, don't get a carrier just because your mother or best mommy friend told you to, and don't buy one just because it happens to be the one Brad Pitt is wearing. You decide what's best for you. You and baby will be much happier that way.