Seller Rocket is an advanced eCommerce PR firm founded with a mission to help clients maximize their revenue. One of our most impactful services we offer is an onsite/offsite bilateral approach that gets clients into both Amazon Editorial Recommendations and reputable product reviews. By onsite we mean on Amazon’s website, and by off-site we mean on third-party sites. Here we explain what onsite editorials and offsite articles are, and why using them is a best practice that you should be using for your products.
Amazon Editorial Recommendations are product recommendations posted on Amazon search pages by trusted third-party publishers. Their purpose is to simplify shopper experience by providing a few quality options so that shoppers don’t have to look through pages of similarly-rated products in order to make their purchasing decision.
Below is an Amazon Editorial Recommendation written by Forbes.
The recommendation itself is placed close to the top of the search page and takes up ample space. On the left side, there’s an informative article that readers can view about the product category, then to the right each product is shown with an awarding headline and description that differentiates the product. Their size and detail is meant to attract shoppers to a more credible source of information than other advertising types.
Editorial Recommendations are the product of the Amazon Onsite Associates Program. The program is invite only, and only the best and most reputable publishers are invited. To encourage participation, Amazon offers publishers affiliate commissions. This invite-only incentivized approach has led publishers like Forbes, Best Reviews, and Wirecutter (The New York Times) to become active participants.
There are two ways for publishers to create recommendations. The first is on their own based on products they like, and the second is by working with Seller Rocket. When publishers work on their own, they have creative freedom to write the descriptions and create the awarding headlines for your products. Because this deters some sellers, Seller Rocket will take your ASINS and keywords and generate the recommendations to allow brands some influence in what’s written about their products, and ease the process for our 100+ publisher partners.
Seller Rocket is an additive to everything you’re already doing – it’s a best practice you should add to your mix. Our Recommendations not only increase the visibility and trust of your product, but you’ll see new revenue generation from your PPC efficiencies and SEO performance.
In a case study conducted by Seller Rocket, we found that within 30 days of article publication, sales had increased by 47%, with 40% coming from organic and PPC channels and only 7% being directly attributable to the Recommendation itself.
47% Revenue increase: Data from our Onsite Case Study
Seller Rocket charges mainly by taking revenue share from directly-attributable revenue, meaning out of the 47% growth in the above example, we’d only take a small percentage of the 7% that came from the Recommendation. Directly attributed is counted as last click, and clients can track this through a private dashboard we provide.
Not only can Seller Rocket get your product into Amazon Editorial Recommendations, but we can also get you into off-site publications through our 100+ publisher connections. The publishers we work with rank organically in Google so your products will be placed in relevant product queries.
Off-site publications differ from Amazon Editorial Recommendations in that articles are posted on publisher websites rather than on Amazon. An example of an off-site publisher is Wirecutter, which was created by The New York Times exclusively for writing product reviews.
Wirecutter: Exclusively for product reviews
Publishers are incentivized by Amazon for their product review articles through affiliate commissions. This results in publishers pushing these products more aggressively than Amazon Editorial Recommendations, and results are often seen immediately.
In an off-site case study conducted by Seller Rocket, four publishers picked up our client’s product within 90 days. This resulted in their sales rank falling from 331 to 21 in a highly competitive category.
Though both our onsite and offsite studies were effective on their own, using them in unison results in a halo effect. In our combined strategy case study, our client only had a 9% increase in revenue when using just native publisher content, however once onsite and native were used in unison, there was a 52% increase in sales from organic and PPC channels.
Halo Effect: Onsite and offsite strategies used in conjunction maximize sales
This also brings up the point that not all clients receive similar results. This client didn’t do as well as our off-site case study client when using just native publisher content. This is why we stress that using both is best practice to create the largest halo effect for your product.
Don’t assume your halo effect will be immediate. Seller Rocket is not just a switch you can turn on and immediately see large growth. Though results can be seen quickly, this is more of a long term play that will be additive to everything you’re already doing .
To be included in an Editorial Recommendations, your product must have:
At Seller Rocket, we like to say that Editorial Recommendations are not a trick to get from page 10 to page 1. Editorials are meant to be trusted sources for consumers, so products must already be competitive in their category and capable of handling increased visibility to be eligible.
At Seller Rocket, we don’t succeed unless you succeed. Aside from a one time setup fee, we’re a performance-based company. Our share is only taken from directly-attributable revenue, and as you saw earlier, that’s only a minor portion of the sales you’ll see. We ensure transparency by providing you a dashboard showing both the amount of revenue directly attributed to the Editorial, and how much revenue your product is generating on each platform.
Reports/transactions: one tool on our multi-feature dashboard
We also have requirements for ourselves to ensure our customers are getting the most out of our service. For example, if your product is not positioned in the first three spots of an Amazon Editorial Recommendation, we’ll count the Recommendation as unsuccessful and submit a new request with no charge to you.
There are few success stories of publishers responding to seller requests to be featured in editorial recommendations and off-site reviews; it’s too time consuming to determine the legitimacy of each product, and they receive a lot of requests. Our existing relationships with 70% of these top digital publishers makes it easy for our clients to combat this issue; we can get you into an Editorial Recommendation, and sellers who work with us can reach out requesting appearance in an off-site article.
Once submitted, we’ll schedule a call and have your products into an editorial recommendation within 4-8 weeks depending on time of year and desired market.
If you have any other questions about Amazon Editorials, please reach out to firstname.lastname@example.org!
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