Amazon has pioneered the Onsite Editorial Recommendation, but other retailers are quickly preparing to launch their own programs. Retailers are eager to keep their existing customers in store, and rely less on traffic from Google search. Retailers also like the additional control they have over how and when the Editorial Recommendations are rendered, even if they can’t control the content itself.

In a traditional associates program, each retailer follows their own process, some vetting the publisher or influencer greatly, others just asking for the most basic information. In an onsite program, the stakes are higher for inappropriate or sub-standard content, so the retailers want to really know that the publisher knows the products, knows how to write about them, and has the systems in place to maximize revenue for both the retailer and the publisher. Typically publishers and retailers network extensively, working out the details over a months-long process before the publisher is admitted to the program.

There is no expiration date for a successful article in an on-site editorial recommendation program. As long as the products are in stock and are still relevant to consumers, the article will continue to perform well for the retailer and the publisher. Articles that don’t perform are often dropped out of rotation, or un-published altogether, within a few months.

Publishers are paid by the retailer for the sales they drive, NOT by the sellers of the items mentioned. The Editorial Recommendation is not an advertisement, and is not sponsored content. The editorial independence of the publisher is key to the success of the Editorial Recommendation program. 

The Publishers are paid by the retailer, and depend on data from the retailer about attribution to get paid. The retailer typically reports this in a way similar to the traditional reporting from an affiliate program.

Publishers look for categories where they have an authoritative voice, and where there are products that sell well. Since conversions and sales are the metric by which they will be paid, Publishers tend to select from the top 20% products in a category- proven winners with no quality or customer service issues. When reviewing at scale, Publishers often turn to a data analytics partner to help them select profitable categories and products within those categories.

Publishers rely on their editorial expertise in a category as well as the previously written user-generated reviews. In this way, the crowd-sourced reviews are aggregated into a quick summary for the user, saving them from having to read tens of reviews for each item. The publisher also adds their own particular editorial viewpoint, based on what they know is important to their audience. 

The retailers do try to aggregate the data they have, and share it with the customer. Think of the “best seller” badge on Amazon, or even the “most popular” end cap at your local Target. But retailers are not as trusted a source; consumers are concerned that the retailer is pushing the products with the highest margin, not the highest quality. The third-party authority of the publisher is valuable only if it is independent.

Consumers absolutely do value Editorial Recommendations. Featured items often see a bump of 10 to 50%, with some seeing triple digit boosts.  The continued existence of Editorial Recommendations points to their value to the retailer, the publishers and the end consumer.