Why is it so hard to get an award?

SPC (Join to see) This is always a tough discussion because so many people rely on perception to evaluate worth and compare that perception to the worth of others getting the same award.
You may not be getting awards simply because what you perceive to be "hard work" is not to the level or perception of hard work that the people around you perceive as meeting the standard for an ARCOM or AAM.
First step for you is to review the award criteria for both the AAM and the ARCOM (the two most commonly awarded during peacetime operations) and realistically evaluate whether your performance has met that criteria. AR 600-8-2 states the following for:
AAM: "meritorious service or achievement of a lesser degree than required for award of the ARCOM"; and ARCOM: "heroism, meritorious achievement, or meritorious service"
Additionally, the AR goes on to define who can recommend: "The recommending official must have been senior in grade or have first-hand personal knowledge of the event, at the time of the action(s) or service, to the individual being recommended for an award."
So if you perceive your performance has met a degree of "meritorious achievement" or your service can be characterized as "meritorious", then the disconnect lies with the perception of those who are "senior in grade or have first-hand personal knowledge of" the service or achievement. In this case, I would follow the advice of CMSgt (Join to see) and get a feel for what constitutes "meritorious". The worst thing you could do is say, "But so-and-so got an AAM for doing nothing or less than me". This assumes you witnessed the entirety of that Soldiers' service or achievements and are the sole authority of whether that service or achievement was meritorious and your opinion outweighs the recommender's.
At the bare minimum, you may qualify for a Good Conduct Medal if you "distinguish [yourself] from among [your] fellow Soldiers by exemplary conduct, efficiency, and fidelity" over a period of 3 years.
[Real-talk] Do Soldiers get overlooked for awards? Yes. Does is appear that some Soldiers get recognized for b.s. achievements? Yes. Is the Army fair, equitable, and rational when it comes to recognizing its members' achievements? Unfortunately, no. The thing to take form this is that we learn a lot from other leaders' mistakes. If you are ever in a position of leadership, ensure that you let your Soldiers know what qualifies and stick to it. I never advise making it rain pretty colored ribbons, that just de-values the awards themselves, but I can see the frustration that unbalanced recognition causes when one Commander gives them out like candy and another sticks to hardline criteria or the BN set quotas.
Stay positive, do your job to the best of your ability, and strive to exceed Army standards and become a consummate professional. Never perform to other peoples' negative expectations of your performance. I can't guarantee someone will take notice and pat you on the back, but I can guarantee that at least you know you lived up to the old Army motto, "Be all you can be" and you will look back on your service with pride.

Ask your supervisor how you can exceed his/her expectations.

Awards have their place, a lot of leadership will say the soldier was just doing their job. I have known several soldiers that far exceeded the standard that have never been rewarded. One word laziness on the part of the leadership to write the bullets for the award. I’ll get off my soapbox now.