Illegal wildlife trade, which mostly focuses on high-demand species, constitutes a major threat to biodiversity. However, whether poaching is an opportunistic crime within high-demand taxa such as parrots (i.e., harvesting proportional to species availability in the wild), or is selectively focused on particular, more desirable species, is still under debate. Answering this question has important conservation implications because selective poaching can lead to the extinction of some species through overharvesting. However, the challenges of estimating species abundances in the wild have hampered studies on this subject. We conducted a large-scale survey in Colombia to simultaneously estimate the relative abundance of wild parrots through roadside surveys (recording 10811 individuals from 25 species across 2221 km surveyed) and as household, illegally trapped pets in 282 sampled villages (1179 individuals from 21 species). We used for the first time a selectivity index to test selection on poaching. Results demonstrated that poaching is not opportunistic, but positively selects species based on their attractiveness, defined as a function of species size, coloration, and ability to talk, which is also reflected in their local prices. Our methodological approach, which shows how selection increases the conservation impacts of poaching for parrots, can be applied to other taxa also impacted by harvesting for trade or other purposes.