If you’ve spent any time on Amazon, you’ve likely seen their Editorial Recommendations. These articles are unique among the many other pieces appearing among items on the search engine results page when you look things up on the eCommerce website, written by third-party publishers, and featuring a range of products hosted on the website. Editorial Recommendations benefit everyone from Amazon itself to the publishers who write them.
Publishers who write Editorial Recommendations get a percentage of revenue from sales made through individuals who click on the links in the articles and make purchases. Meanwhile, Amazon profits because more people click on Editorial Recommendations than on other items appearing on the search engine results page. This leads to one big question – what percentage of shoppers actually click on Editorial Recommendations? Many people may wonder about this simply because these articles are so unique. Here, we’ll examine what makes Editorial Recommendations different and why more people may click on them than many publishers may realize.
Editorial Recommendations Take Up Prime Real Estate
With their location on the search engine results page, Editorial Recommendations take up space where other items would be located, including organic listings and even paid content. Many people may wonder about this, as Amazon could be making money from having either of these items on their search engine results page. However, there’s a good reason the site has chosen to continue having Editorial Recommendations appear, and why the site has even continued to boost their program over the years since launching it.
While impressions are great, conversions are necessary, and Editorial Recommendations are a great way to convert individuals browsing for items into paying customers. Another thing to note is many individuals are wary of clicking on paid content. While Amazon may be able to make some small amount of money by having paid content on their site, ultimately, it does not lead to as many sales as options such as Editorial Recommendations do in the long run. However, it is still important for any individual to consider whether an Editorial Recommendation is worth the space it will take up.
Consumers Like Curation
There are plenty of reasons people are so drawn to Editorial Recommendations. Among the biggest reasons people tend to click on them is because people enjoy having an independent viewpoint when searching for an opinion about a product they are interested in purchasing. Rather than getting the opinion of the company trying to sell the product, they enjoy the opinions of publishers who have the expertise to say whether or not it’s worth purchasing.
Having a curated article also helps people narrow down their choices. Amazon is a marketplace with literally thousands of options, which can be a little bit overwhelming, to say the least. Editorial Recommendations can cut the number of choices down to four or five items, allowing people to see which one best suits their own needs. In these Editorial Recommendations, the reviews from users are summarized. People can get a brief overview of the basics without skimming through hundreds of pages to see what others have to say. Above all else, Editorial Recommendations are especially useful for users who may not have experience purchasing certain types of items. These articles break things down to the basics and give people the information they need to know.
Editorial Recommendations Get Clicks
Overall, the number of clicks an Editorial Recommendation can get varies depending on numerous factors. This can include the keyword, search volume, and product category, among other things. However, overall about 1% of consumers will click on an Editorial Recommendation – this is compared to about a 0.41% click-through rate for Amazon sponsored content.
There are many reasons the click-through rate for Editorial Recommendations is so much higher. One of the most vital factors is that Amazon only shows a single Editorial Recommendation per page, so shoppers aren’t flooded with them. Additionally, Editorial Recommendations are not shown along with paid posts. This also helps keep things clean and helps draw readers’ eyes toward the article, encouraging them to click on it.
Overall, Amazon has done a great job of helping set them up in a way that makes people want to read these articles, which are already quite enticing to shoppers. This is all to say Editorial Recommendations do get clicks, and a lot of them, making these articles highly beneficial for everyone involved.