Avid Amazon shoppers may have come across a couple of new features and content displayed on the search results page as you scroll along. Chances are, you may have seen few of editorial recommendations written by bloggers or influencers reviewing some Amazon products. These articles appear as a shortened post where viewers can choose to read the full article where there is more in-depth details about the product.
This is another great way for sellers to promote their products, get potential buyers, and gain sales. For buyers on the other hand, these recommendations provide them with a detailed and honest review about another person’s experience in using that product, which will then help them decide whether or not they want buy it.
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How do the Editorial Recommendations work?
The Onsite Associates Program, a sub-branch of Amazon’s Affiliate Program, where various types of content that feature products being sold on the Amazon platform are created and posted by third-party content creators. Bloggers, influencers, publishers, and the like are invited by Amazon to be a part of the program, and their job is to produce write-ups endorsing and promoting products on the Amazon site itself. They do not need to promote these products outside of the platform anymore. Usually they publish content on their blog sites or social media profiles. However, when a content creator is part of the affiliate program, their content is featured within the Amazon premises.
When buyers click on the link attached to the editorial article, the publisher gains a small commission if buyers make a purchase.
Amazon buyers should note that the content in those articles are entirely the opinion of the writer. Amazon does not intercede in the process of writing and what to put on the article. So it can be assured that whatever is said in that editorial is the honest opinion and recommendations of the writer.
Are you eligible for an editorial recommendation?
I will tackle the process on how to apply for an editorial recommendation further in this article. But let us first determine what are the qualifications needed to be fulfilled so a buyer can use this feature.
Sellers that are just starting out on Amazon, this strategy is not for you. If you are still a beginner, about to launch your first product or have just launched your first few, it will not work for you. The editorial recommendation marketing strategy is only useful for already-established sellers that have been on the platform for a long time and have accumulated large sales and have high reviews.
Do not be discouraged if you are still new. You can learn about this now and use it in the future as your business grows!
The following are the qualifications and requirements for sellers to be able to avail of an editorial recommendation:
- At least 100 4-star and above rating reviews
- A monthly income of $30,000
- Belongs in the top 20 of the Best Seller Ranking of their category
- Listings do not have any medical claims or context
- Listings have no relation to religion, sex, and/or drugs
- Inventory is always in stock
To sum it up, the editorial recommendation feature of Amazon gives established and well-performing sellers another way to up their sales by having a credible person review their product. This is outside of the Amazon PPC advertising, and the cost of this is a fixed amount every month from the profit that the article gains.
Why you should do it
There are many benefits that come with having your products featured on an editorial recommendation by a well-known personality. You need to step up your game if you want to gain more sales. In order to achieve that, you need to increase the visibility of your listings on the site.
One way to do that is to direct buyers to your listings through different marketing channels. With an editorial recommendation, you get the opportunity to lead potential buyers to your product listings instead of your competitors. The thumbnails of these articles take up a lot of the user interface shown on search results, so the visibility is not an issue. Shoppers are very much likely to see it. Editorials stand out the most and are readily noticeable because they appear in between search results.
One thing that editorial recommendations can do is that it can highlight a unique attribute about your product that gives you an edge apart from your competitors and also appeal to your market. Having that emphasized in the article could drive customers towards you.
More benefits for the seller
Testimonials, reviews, and recommendations from other people can build reliability to you as a seller and also it gets other buyers to trust your brand more. This is the power of third-party opinions – customers who have already experienced your product can shape customer decisions, determining whether or not your product is ideal for them. It says a lot more than just the business owner giving their products a good description.
The content in editorial can really contribute a lot in getting brand awareness through putting out information about the products, and jotting down the benefits of it. The publisher of the article also has an audience of their own as well and those people, who might not have known about your product, will finally know it through the content of the blogger or influencer that they follow.
You are in for more conversion rates and sales possibilities aside from the advertising and marketing solutions that you are already doing. The added credibility to your brand gives you leverage over the competition. Your sales will surely shoot through the roof!
You now know the significant benefits that you’ll reap with this marketing strategy, now it’s time to learn about the process and details on how to actually do it.
For an editorial recommendation, sellers need to communicate either directly with the publisher, blogger, or influencer that they want to collaborate with, or they can coordinate with an agency.
How much will it cost the seller?
Usually at the start, the agencies will only charge you with a one-time fee to get an article written and published on Amazon. When the editorial article shows up on the platform, a monthly fee based on the profits gained through the recommendation. This gives the seller a heads-up on how much they will actually have to pay.
How long is the duration when the article remains visible?
Just like other kinds of advertising on Amazon, the editorial recommendation on your product will only appear as a result of relevant keyword input. You can learn about effective keyword research by clicking on the link. As long as the keywords that are applicable to your product listing and the editorial article are being searched for, it will show up on the results. It will be in a shifting rotation along with other related content.
What if the editorial article does not gain any sales?
Sellers can get in touch with the agency or the publisher to have their monthly fee stopped.
Will the seller have any say in what is written on the article?
No. Neither the seller nor Amazon have any input on the article. Publishers are independently writing the content based on their personal experience and opinions about your product. However, it is guaranteed that your product will be reviewed positively. After all, that is the whole idea of the program.