The study was conducted in Fogera district, South Gondar zone, Amhar National Regional State. Three Kebeles among the 15 Kebeles of upland rice growers of the district were selected purposively and a total of 60 selected households were interviewed to generate primary data. Preference ranking technique was employed to identify farmers’ improved upland rice varieties evaluation criteria. The result of the preference ranking shows that market demand, grain yield, taste, drought resistance, and early maturity are the five most important traits required to adopt improved upland rice variety in the study area. Therefore, attempts to promote transformation in agriculture through improved upland rice variety could be successful if these evaluation criteria are taken in consideration.