Editorial recommendations have become more highly regarded in the eyes of consumers rather than customer reviews. However, it’s important to note that editorial recommendations are not advertisements, not sponsored content, and don’t act like either. The algorithms used by Amazon determine which editorial recommendations show up to specific users who search for the right keywords. Sellers often don’t know whether their product will be highlighted in an editorial recommendation until it happens, but it can only benefit them when it does.
An editorial recommendation on Amazon is listed on the first page of the search results and takes up space for about four total organic listings. They are shown somewhere in the middle of the page, where they’re visible for consumers as they scroll through various products. Editorial recommendations are sometimes more profitable than sponsored listings because consumers trust them more. Amazon has optimized every editorial recommendation to ensure it shows up in the most noticeable location for a customer based on the keyword they used and other factors.
When a publisher writes an article for the On Site Associates Program, they write it with specific keywords in mind and utilize consumer reviews and other points to generate content. The relevance of keywords is the highest priority, but they also consider the highest volume keywords. Writing to specific search terms is just as important as writing quality content about a product. Without focusing on keywords and search terms, the editorial recommendation may never be noticed by consumers.
Buyers and sellers often want to know how successful a particular editorial review article is for a product. To get an accurate representation of its success, tens of thousands of data points are collected and evaluated. Share-of-Voice is a measurement model that evaluates these data points and helps determine how often any given article renders for the search terms. This helps sellers develop a comprehensive marketing campaign based on the same keywords, which helps boost performance across multiple channels. With Keyword-Share-of-Voice, marketing efforts can become more streamlined since you know which keywords work and which ones aren’t as effective. Visibility is just as valuable as having a good product, and this measurement tool can help determine how well an editorial recommendation is performing.
Having a successful product on Amazon is more than simply providing great customer service and producing a quality product. While these are obviously important factors, there’s also a lot of data and marketing strategies that must be developed at the same time. With the help of editorial recommendations and Keyword-Share-of-Voice, sellers can streamline their efforts, create measurable results from data evaluation, and most importantly, boost their chances of success.
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