Editorial recommendations may seem like a new marketing trend, but the truth is they have been around for many years. The main difference is now these editorial recommendations are published on the internet rather than in the news or print. One of the most valuable resources for a consumer is having an expert opinion on a particular product to help them make a confident purchasing decision. Editorial recommendations have become a significant piece of publishing revenue for both e-commerce marketplaces and on publisher websites. The evolution of onsite publishing is only beginning in many ways.
One of the biggest drivers of Amazon Editorial Recommendations is the evolution of onsite publishing. As readers began to shift away from print to read their content and more toward gathering information online, publishers had to adjust and determine how they could continue monetizing content. This began by putting content behind a paywall, but that strategy was only successful for some. Advertisements on the side of a website also became popular but created problems with space and the overall layout and design of a website. Editorial recommendations have emerged as a preferred marketing strategy since consumers have easy access to them, and they fit in seamlessly with search terms.
Affiliate marketing has taken off in recent years. This occurs when a content creator discusses a product and provides a link for the reader to click and sends them to another website to purchase the product. If the reader buys the product after clicking that link, then the retailer shares a portion of the revenue with the company or person who created the content.
Amazon has become the clear leader in the affiliate marketing game. Consumers could start their search for a particular product using a search engine, read an article from another consumer, and still end up buying it from Amazon because of affiliate links. Amazon has even taken this to the next level with its On Site Associates Program, which creates and publishes editorial recommendations within the search results page. They don’t just let anyone write about specific products, though. Each publisher in the On Site Associates Program is hand-picked, and many of them go through a strong vetting process to ensure they are trustworthy to provide honest and quality content.
Publishers have done very well on Amazon since the beginning of the On Site Associates Program. However, Amazon’s track record indicates if it can find a way to keep revenue within the company and not use a third party, it will do it. The difference in this situation is Amazon has mostly refrained from getting into the publishing business, except for Prime Video and eBooks. While this could change in the future, Amazon seems content with allowing third-party publishers to write editorial recommendations to continue driving business to their site since consumers have come to rely on it for information about products in recent years.
Get our latest updates directly to your inbox.
Only the best in eCommerce and affiliate news, tips and tricks.