Ecommerce competition rises every year, and as it rises, sellers have had to take creative approaches to get and stay ahead of their competition. One of the most common approaches is affiliate marketing – marketing that involves external sources recommending your product and in turn receiving commissions.
One of the lesser known affiliate marketing approaches allows sellers to get into Amazon Editorial Recommendations. Amazon Editorial Recommendations are recommendations posted directly to Amazon that render on specific keywords, and they come from members of the Amazon Onsite Associates Program.
The Amazon Onsite Associates Program has been named one of the most reputable affiliate programs in the world because it’s invite only, and Amazon staffs the program internally, meaning every recommendation is approved by their team.
Amazon Editorial Recommendations have all kinds of benefits – improvements in PPC efficiencies, SEO performance, front-page visibility, organic rank, share-of-voice, all driving new sales.
Let’s break down an Amazon Editorial Recommendation
This Best Acrylic Paint Set recommendation renders on the keyword “paint” on Amazon. Though it renders on the keyword, it doesn’t render 100% of the time. Most Editorial Recommendations render 25% of the time, meaning that there’s a 1 in 4 chance that this specific Editorial Recommendation will be on the search page when a customer is shopping. You can go see for yourself if the article renders on your search page here.
Each recommendation contains at least three products with most containing five total. The first product, the Crafts 4 All Paint Set here, performs 30-40% better than the other two products shown. The products after the arrow perform far worse than the first three, and thus agencies like Seller Rocket who get products into Editorial Recommendations don’t consider placements after the first page to be successful.
Every product is given an awarding title and a description, along with a full article written about the products, as seen on the left side. The vast majority of buyers never click the full article, and base their buying decision solely on the first three products.
Breaking down the benefits
As stated before, Amazon Editorial recommendations have positive effects such as improved:
- Page visibility
- Product trust
- PPC efficiencies
- Share of voice
- SEO performance
- Organic rank
- Overall conversions
Once an Editorial Recommendation is posted on Amazon, the products included receive a boost in page visibility, which increases the chance of sale. The more a product is on the front-page the better.
Additionally, when that product comes from an external recommendation rather than coming from an ad sponsored by the seller, it increases the likelihood that the consumer will trust the product. Consumers feel like they know much more about a product and didn’t just land on the page because the seller paid more for an advertisement.
Graph 1: 41% sales lift in one month, 33% through organic and PPC improvements
PPC efficiency improvements result for a couple of reasons. The first is that the increased page visibility increases the likelihood that ads will be clicked. The second is that once in Editorial Recommendations, you can track which keywords the recommendation is rendering on, then target PPC towards that Amazon page.
Graph 1 shows results from a Seller Rocket study after one month in Editorial Recommendations. After one month, there was a 41% lift in sales with just 8% of that being directly attributable to the recommendation – the rest came through improvements in the PPC and organic rank channels.
That’s right, Amazon Editorial Recommendations improve organic rank too.
Since Amazon Editorial Recommendations are SEO based, and the greatest lift is in PPC and organic rank, it takes some time to see results. Though results are seen after the first month, the greatest improvement comes with time, with results really ramping up around months three and four.
Requirements For Amazon Editorial Recommendations
Amazon Editorial Recommendations are available for products that are actually performing well. This is because publishers are incentivized to report on quality products because they can guarantee they’ll receive commissions.
The qualifications for Amazon Editorial Recommendations include:
- 100 existing product reviews
- a product rating of at least 4-stars
- sufficient inventory to handle high demand
- High-performance on some keywords
- No relation to religion, sex, or drugs
- No medical claims
These requirements also keep recommendations trustworthy and reliable for customers.
How to access Amazon Editorial Recommendations
Seller Rocket is an agency that specializes in reputable product recommendations. They work with 100+ of the publishers within the Amazon Onsite Associate program and screen products for the publishers to ensure they meet qualifications, then tactically match the products with the best publisher to write the recommendation.
Seller Rocket initially formed specifically to better the seller-to-publisher contact process for the Onsite Associate’s Program. When the Onsite Associate’s program formed, sellers had no say in whether their products got into Amazon Editorial Recommendations, and publishers were overwhelmed with deciding which products to choose. Now Seller Rocket provides a sort of bridge to ease the process on both sides.
How long does it take?
Once you sign with Seller Rocket, it takes 6-8 weeks before a product receives a recommendation. This is because publishers need time to write and Amazon needs time to A-B test against their other Editorial Recommendations.
Amazon Editorial Recommendations: 6-8 weeks for access
Once a product is in an Editorial Recommendation, there’s no way to know how long the recommendation will stay live. Some stay up for only a month and some have been running for over two years now.
The reason for this variation is because Amazon wants the recommendations to perform well. If there aren’t a lot of conversions, the article will begin to render less and will eventually be pulled. If your recommendation gets pulled or isn’t rendering well, Seller Rocket will place you in a new recommendation for free which often takes less time than the upfront accessing timeline.
How much does it cost?
Editorial Recommendation pricing has three pieces – an initial upfront fee, A percentage of directly attributable revenue, and a monthly maintenance fee. The pricing varies on the number of ASINs, with breakpoints at 10, 50, and 100+ products.
The upfront fee is to get the products into the system. Once in the system, they’re in there for as long as your contract is valid, meaning that all new recommendations that you’re placed in will come at no cost to you. Additionally, if you happen to not get into a recommendation, there will be no charge.
Once an article is in a recommendation, pricing is based on directly-attributable revenue from the recommendation. So back to what I was saying earlier how in Graph A there was a 41% lift in revenue but only 8% was directly attributable to the article – the percentage taken is only from that 8%.
The last fee is a small monthly maintenance fee which incentivizes Seller Rocket to maintain your account, get you into new articles, and ensure you’re performing well.
Amazon Editorial Recommendations are a great way to boost your conversions and get ahead of your competition. If competitors act on Amazon Editorial Recommendations before you, there’s a possibility that you’ll begin losing sales to them on keywords you perform well on. Though there are opportunities to target other keywords, it’s better to stay ahead.
Editorial Recommendations aren’t an offensive strategy – they’re a defensive one intended to keep you ranking high and push your conversions ahead.