ABSTRACTThe recent upsurge in the use of common marmosets (Callithrix jacchus) as a desirable model for high‐priority biomedical research has challenged local and global suppliers struggling to provide sufficient numbers of marmosets for large‐scale projects. In laboratories, random male‐female pairings are often unsuccessful, with intervals of several months before attempting alternate pairings. Here we address this challenge through a behavioral task that promotes self‐directed female selection of potential mates to increase the efficiency of breeding in captive marmosets. We created a partner preference test in which nulliparous females (n = 12) had the opportunity to select between two eligible males (n = 23) at a time, in a forced choice test. In this test, both males and females displayed sexual solicitations. However, the females displayed a clear preference for one male by directing affiliative behaviors toward him including proceptive tongue‐flicking, approach, and grooming. Her preference remained consistent across three consecutive test sessions. This method resulted in a 2.5‐fold improvement in breeding success within 90 days compared to random pairings. This cost‐effective and straightforward pairing practice can be used to enhance breeding efficiency in both small and large marmoset colonies.