Amazon Editorial Recommendations Explained- Why Sellers Need It
Have you ever scrolled through an Amazon search result page and noticed product recommendations nestled alongside the standard listings?
These are Amazon Editorial Recommendations, and for many sellers, they represent a potential pathway to increased sales and brand awareness.
But what exactly are they, and how can you leverage them for your own products?
In this blog post, we’ll delve into the world of Amazon Editorial Recommendations. We’ll explore what they are, how they benefit both sellers and shoppers, and finally, we’ll discuss the strategies you can use to increase your chances of landing a spot in these recommendations.
Amazon's Editorial Recommendations Update (2024)
As of June 2024, Amazon Editorial Recommendations are no longer a feature on the platform. This program, which showcased product picks from trusted publishers alongside search results, has been discontinued. Amazon may resume this placement in the future. We will keep you posted as soon as Amazon resumes this placement.
What are Amazon's Editorial Recommendations?
Amazon Editorial Recommendations are placements on product search pages highlighting specific products from third-party publishers. These recommendations aim to influence shoppers’ decisions by providing curated content alongside product suggestions.
Imagine you’re searching for a new running shoe. In the past, you might have seen an Editorial Recommendation section alongside the regular search results. This section would display a short write-up from a selected publisher, perhaps about different features to consider in running shoes, followed by a few specific product recommendations that fit that criteria.
It’s important to note that Amazon itself didn’t create this content. Instead, they partnered with independent publishers who were part of their Onsite Associates Program. These publishers wrote the recommendations and earned a commission if someone clicked through and bought a product.
Who writes Amazon Editorial Recommendations?
Amazon Editorial Recommendations are authored by a select group of content creators and publishers participating in Amazon’s Onsite Associates Program. This program functioned as an extension of the regular Amazon Associates program but focused specifically on generating product-related content directly on Amazon’s platform.
These publishers aren’t just any bloggers or reviewers. Amazon carefully chooses them and often includes established names like Forbes or The Wirecutter (owned by the New York Times). This ensures a level of credibility and expertise in the recommendations presented.
Does Amazon Control the Content of Recommendations?
No, Amazon does not control the content of Amazon Editorial Recommendations. The content is created by independent publishers chosen for the Onsite Associates Program. These publishers have full editorial control over what they write, meaning Amazon can’t dictate their opinions, recommendations, or product claims.
Four Reasons Why Sellers Should Go for Amazon Editorial Recommendations
Like sponsored ads, brand ads, and many sales-fostering features, Amazon editorial is another approach that can be used to say so.
Note that editorial recommendations are not for beginner sellers. It is valuable only for experienced sellers, and you will learn why in the coming eligibility section.
Before that, let’s find out those four reasons for which editorial qualifies for sellers.
1. Increased Visibility
Editorial recommendations on Amazon appear on the first page of search results, and front page visibility builds brand awareness for your Amazon store.
Most people don’t scroll past the first two or three pages of search results; 70% of users never go beyond the first two pages.
Therefore, sellers featured in Amazon Editorial Recommendations gain significant visibility and have a higher chance of achieving high conversion rates.
These recommendations occupy substantial space on the Amazon page, including an option to read the full article and view three related products.
This prominent placement ensures that products featured in editorial recommendations are more likely to be seen and considered by customers.
2. Enhanced Sales and Conversion
While front-page placement on Amazon searches is undeniably valuable, editorial recommendations’ true power lies in their association with trusted publishers.
When a product is featured alongside content from established names like Forbes or The New Yorker, it benefits from a credibility boost. Shoppers are more likely to perceive the product as high-quality and trustworthy, increasing conversion rates.
3. Builds Trust and Brand Awareness
Amazon Editorial Recommendations hold weight because they’re written by trusted publishers and not influenced by brands. This independence gives them credibility that resonates with shoppers.
Unlike potentially biased marketing messages or fake reviews, these recommendations offer an honest perspective, allowing customers to make informed decisions based on genuine insights. By appearing in an Editorial Recommendation, your brand gains valuable exposure alongside established publications, fostering trust and brand recognition among potential customers.
4. Organic Ranking Boost
Some speculate that Amazon’s algorithm might view Editorial Recommendations as a positive signal, potentially giving your product a slight organic ranking boost. The logic behind this is that being chosen for a recommendation indicates a level of quality and relevance to customer searches.
How to Access Amazon Editorial Recommendations for Your Listings?
Getting Amazon Editorial Recommendations for your product listings can significantly boost front page visibility and credibility, as these recommendations are highly trusted by consumers. Here’s how you can go about it:
1. Understand Editorial Recommendations
Editorial recommendations are curated by third-party publishers and are featured on Amazon’s product detail pages and category pages. These recommendations often appear under sections like “Our Favorite Finds” or “Top Picks.”
2. Eligibility and Quality
Ensure your product meets Amazon’s quality standards:
- High-Quality Listings: Ensure that your product listings include high-quality images, detailed descriptions, bullet points, and optimized keywords.
- Positive Reviews: Maintain a good number of positive customer reviews and ratings.
- Competitive Pricing: Ensure your product is competitively priced.
- Clear Category: It should not be related to drugs, religion, or sex or have any medical claims.
3. Partner with Amazon Affiliates
Amazon’s Editorial Recommendations are often created by content publisher partners who are part of the Amazon Associates program (Amazon affiliate program). Partnering with these affiliates can help you get featured.
4. Pitch to Content Creators
Directly pitch your product to third-party content creators, bloggers, and influencers who write for high-traffic sites. Highlight the unique selling points and competitive advantages of your product.
How Much Do Amazon Editorial Recommendations Cost?
The cost of getting Amazon editorial recommendations isn’t direct since Amazon itself does not charge sellers to be featured. Instead, these recommendations come from Amazon’s third-party partner websites, which select products to feature based on their own criteria.
You might need to work with a digital agency with connections with these partner websites to increase the chances of your products being featured. These agencies can help get your products featured, but they charge a fee for their services. The cost typically starts from $1,000 to $2,500, depending on the scale and influence of the partner website and the benefits offered.
Conclusion
Earning an Amazon Editorial Recommendation can be highly effective in increasing product visibility and credibility compared to Amazon Sponsored Product ads. However, it’s important to remember that these placements are designed to benefit shoppers first and foremost. Providing high-quality products and collaborating with credible publishers contribute to a more informed shopping experience for Amazon’s vast customer base.
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