Amazon Sponsored Ads are not the only way to optimize your Amazon storefront. This article explains what Amazon editorial recommendations are, how Amazon’s editorial recommendations program works and how you can increase Amazon sales and page visibility through Amazon editorials.
Amazon editorial recommendations are product suggestions or references located on the first page of Amazon search results that reputable affiliate publishers author. What inclines shoppers to click on editorial recommendations is the sheer size of the section. It is larger than sponsored ads, and it offers a snapshot of a product-related article.
What Is Amazon’s Editorial Recommendation Program?
Amazon’s editorial recommendation is related to Amazon’s Onsite Associate Program. The program brings product-related content to the platform to help customers discover and research products of interest. The small brief about your product can be leveraged to highlight and flag your product as the "best" product in the category and be more visible to shoppers when browsing on Amazon. Instead of promoting the products as affiliates, bloggers and influencers can now directly review and recommend products on Amazon.
Note that Amazon does not endorse any of the content written by third-party creators. Instead, the content is syndicated from content creators’ websites who are invited to participate in this program. According to Amazon, "The views and opinions expressed in the content are those of the content creator, not Amazon. Amazon does not influence which products are mentioned within the content."
All content comes from reputable sources such as The New York Times, CNN Underscored, and well-renowned bloggers and influencers. Therefore, in order to write an Amazon editorial recommendation, publishers must be invited by Amazon. Additionally, whenever a shopper makes a purchase via the link on the editorial recommendation on Amazon, the publisher receives a commission for that transaction.
The most beneficial aspect of being referenced in an Amazon editorial recommendation is the notion that they appear on page one. Moreover, irrespective of your Amazon product ranking, you have a chance to be seen on the first page of Amazon’s search results. For example, even if your organic ranking lands you on page three or four, your product will have the potential to rank at the top as a result of being featured in an editorial recommendation.
How Does Amazon’s Editorial Recommendation Program Work?
The process by which Amazon’s editorial program works starts when a particular product is introduced to publishers. If a publisher is intrigued by the product, they can move forward with featuring it in an editorial recommendation. Then, Amazon will assess which articles to publish. While there is no telling of how long an editorial recommendation will run for, they will usually vanish once they stop generating sales, which is advantageous for Amazon sellers. Editorial recommendations are received particularly well by millennial buyers, as well.
Like most things on Amazon, editorial recommendations revolve around keywords. Take, for example, sponsored product ads. The articles for each category go in a rotation, especially for those editorials containing competitive keywords. Essentially, this means that while some customers will be able to view the recommendation, others may not. It all depends on which keywords were searched.
Where Do You Find Amazon Editorial Recommendations?
When you type in a search query on Amazon, the "Editorial Recommendations" section appears on the first page. These recommendations typically materialize below the sponsored products and above or below Amazon’s Choice products.
For instance, if you were to search the phrase "hair styling tools," this is the editorial recommendation that will appear:
When the shopper clicks on "read full article" within the section, they will be redirected to the complete article written. In this particular example, the editorial recommendation is written by the Onsite Associate, which references products related to the entered search query.
How to Get an Editorial Recommendation on Amazon?
To have your product featured in an editorial recommendation, you must contact a publisher who posts articles on Amazon. Additionally, sellers should ensure that their product listing pages are fully optimized to be eligible for editorial recommendations. Some criteria that constitute an optimized listing includes:
- Providing descriptive product information
- Ensuring the product title is concise yet explanatory (50-75 characters)
- Offering a product description that provides main features and a description paragraph
- Emphasizing the properties that describe your product
- Displaying high-quality images and, if possible, videos of your product
To increase your chances of getting an editorial recommendation on your product, consider hiring a public relations firm that is able and willing to advocate on your behalf to publishers who are part of the Amazon Onsite Associates Program. By working alongside public relations experts and maintaining communication about new, seasonal, and upcoming products can help elevate your visibility and eliminate the uncertainty of relying on publishers to review your products on their own.
What Are the Advantages of Editorial Recommendations?
Implementing Amazon editorial recommendations into your marketing strategy can help you can boost your sales, increase brand awareness, and establish trust. This section outlines the three main benefits of having your product featured in an Amazon editorial recommendation.
1. Builds Trust
For one, editorial recommendations provide customers with credible content about a product. By reading about a product from a reliable and trustworthy source, shoppers are more likely to base purchasing decisions on those recommendations. Therefore, being featured in an editorial recommendation can work in your favor by increasing conversions.
2. Amplifies Brand Awareness
Editorial recommendations increase brand awareness due to the size and location of their placement on the first page. Size alone encourages shoppers to pause and consider viewing a brand listing, and when a positive product review comes from a third party, shoppers are more inclined to trust the brand being reviewed.
3. Boosts Sales
Editorial recommendations help boost sales at a bargain rate by the way in which they promote your product over competitors. For example, having a product featured in an editorial means being labeled as one of the "best" products within its category. They also improve an ASINs overall performance by improving organic rankings, SEO on Google, and bottom-line results for PPC campaigns.
In addition to these three benefits, editorial recommendations allow you to capitalize on top-rated keywords. They also address the benefits that would interest different shopper personas, thus making it easier for them to reach the purchase end.
To ensure that the keywords you use in your product listing outrank the competition, use an Amazon Keyword Tracker tool to help you monitor daily changes in the organic search performance of any product and optimize your SEO.
Who Can Benefit From Editorial Recommendations on Amazon?
Not all products qualify for recommendations. Amazon’s editorial recommendation program favors those Amazon sellers who have been on the platform for quite some time and whose products are on the top-selling list. If you are new to Amazon, you should wait for a little before properly reaping the benefits of this program. However, if you are interested in having your product featured in an Amazon editorial recommendation, here is a list of things you should aim to achieve to ensure your eligibility:
- Earn at least $30,000 a month in sales
- Obtain over 100 reviews with at least a 4-star rating
- Have a product that falls in the top 20 percent of the Amazon Best Seller Ranking list for a given category
- Confirm your product listing does not have any medical claims
- Ensure your product has plenty of inventory in stock
- Assess the language of your listing to make sure it does not contain offensive speech
Editorial recommendations are a highly effective way to lure more shoppers to your listing over your competitors, as they take up much more visual real estate within the search results. They also give your product, and thus your brand, a critical outside endorsement from a reputable publisher. In sum, any reputable Amazon seller looking to optimize their storefront, reduce their ad spend, and increase product listing visibility should aspire to have an editorial recommendation on their product.
Keep track of your Amazon Sales Rank to see firsthand how Amazon editorial recommendations trigger growth.