Editorial Recommendations have begun to attract some attention, with many publishers interested in working on them. However, as with many things related to Amazon’s marketing, these articles can be challenging to understand at the outset. There are many things to think about when it comes to these articles and what a publisher can and should do to improve their success chances when posting Editorial Recommendations on Amazon. Amazon does not write Editorial Recommendations, but outside sources independently write them through the company’s Onsite Associates Program. Many publishers are now working to create the Editorial Recommendations that appear on the eCommerce website, which appear when shoppers search for items using terms such as “best dog bed” or “best two-person tent.”
One thing to note is that it can be much more important than you may realize for the publisher of an Editorial Recommendation to have a certain authenticity when recommending a category of products. This is especially true when it comes to products that fit within a highly specialized niche that most individuals may not regularly use, such as the camping gear mentioned above. With that in mind, let’s take a look at the role of the publisher when it comes to crafting articles for shoppers on Amazon, which publishers are writing the most articles, and just how vital it is for a publisher to be able to have a voice that is authentic and authoritative when recommending products to shoppers.
Editorial Recommendations – Who Are the Editors?
As mentioned before, Editorial Recommendations are written by various publishers who work with Amazon through the company’s Onsite Associates Program. This program is available to content creators through invitation only. Those content creators earn affiliate commissions for qualifying purchases through Amazon via the products linked from the Editorial Recommendations.
Because of this, it is important that publishers are not only able to get those who see these articles to click on them and read them, but that they are able to entice some of those readers to click through to the items they have listed in their articles and make occasional purchases of those items. This can be much easier said than done. Some people will naturally purchase items due to the nature of Editorial Recommendations. They provide more information about products beyond what is available in Amazon’s reviews, especially when there are only starred reviews on products or when the number of written reviews of products is limited. However, to achieve better results, publishers need to find ways to write better Editorial Recommendations to boost the number of individuals making purchases of items based on their articles and, therefore, the commission they are making.
Publishers working with Amazon’s Onsite Associates Program represent many different people with many different interests, from a general audience to a hyper-specialized audience seeking specific types of goods. For example, a more general publisher might showcase interesting items for the home, tasty snacks, clothing items, or a number of other products. Meanwhile, another publisher might specialize in products for mothers such as children’s clothing, products for breastfeeding, or even children’s safety equipment.
Among the most vital things to note is that because there is such a broad range of products to be found on Amazon, there is an equally broad range of publishers now working with Amazon’s Editorial Recommendations. However, many publishers tend to have some type of specialization, be it pet products, technology-oriented items, or even items for health and fitness buffs.
There are many reasons that those who are seeking an invitation to work with the Onsite Associate Program would do well to find their own niche to work within if they are looking to find success, as having a specialization plays such a vital role in helping a publisher establish a presence and a voice in this eCommerce website’s booming landscape. This is not the only way for a publisher to be successful, though. A publisher’s size can often play a significant role in whether or not a publisher should choose topics of a general nature or a niche and speak to a specialized audience. However, before choosing one or the other, it is important for publishers to understand what it means to choose topics and craft a voice that speaks to either a generalized or a more niche audience.
General Audience Means General Recommendations
As mentioned, a publisher catering to a more general audience can make more recommendations, but in turn, is only able to make general recommendations. This means that this publisher is less likely to be as authoritative as another publisher when it comes to recommending products, especially within specific categories. For example, a publisher who writes general recommendations might be able to freely write Editorial Recommendations such as “The Best Snack Foods,” “The Best Boots for Men,” or “The Best Fleece Blankets for Winter.”
Because of the general nature of their recommendations, this publisher will be able to write on numerous different types of items, including food, clothing, home decor, and more. However, that same publisher will not have the same authoritative tone. Therefore, it will not command the same authenticity to their audience when writing in a more specialized category. This is important because those who are writing a significant quantity of articles will need to be careful of what they are writing on and be more mindful of the audiences they are writing for.
While a publisher that tends to cater to a general audience may be able to produce an article on the “best smartphone cases,” they might not be able to have Editorial Recommendations such as the “best smartwatches” or the “best smartphones for kids” because they do not command the authority needed to produce a tech-oriented piece. In this case, a publisher that caters to a niche audience would do a much better job. They would have built up a more authoritative tone, ensuring that any shopper browsing Amazon would be more likely to trust them if they were to come across this article on the eCommerce website.
Niche Audiences Trust Niche Properties
When buyers head to Amazon to search for specialized items and come across Editorial Recommendations, it is only natural that they are going to trust publishers with a more authoritative voice. Keeping this in mind, there are several things that publishers should consider to make their voice more authoritative and trustworthy for these shoppers. To those parents, pet owners, sports fans, artists, tech lovers, and other shoppers in search of items to satisfy their needs, there are many things that will make a publisher stand out from the others as one they can rely on as being able to recommend products and, therefore, will make these shoppers place a higher value on their recommendations.
One of the things to bear in mind is that those searching for products within a specialized niche such as camping gear, technology, or the like are likely to already have some knowledge of the media properties within that niche. In other words, they have been reading other publications, watching television, and keeping up with other advertisements related to the items they are currently interested in purchasing. This means that any publisher crafting Editorial Recommendations within these hyper-specialized categories should be certain they are doing their research as well.
The publishers also need to understand that their audience is sophisticated. They will likely already have experience with the types of products they are using or at least some form of experience with similar products. Rather than simply relaying basic information about the products, publishers working in these niche categories should instead know how to relay information about what makes them truly stand out from others in their category. Publishers will need to do more research and need to have a more intimate understanding of what they are writing about. For example, in addition to stating basic information about a camping tent, such as the item having a waterproof canvas and coming with a portable carry bag, it would also be important to shoppers (and show them your authority on the subject) to mention details such as the tent’s center height, the airflow its mesh screen provides, or to provide information on the average amount of time it takes to set up.
In addition to providing adequate information about the product and inspiring more clicks, all of this shows that a publisher truly knows what they are talking about when it comes to a subject, and may even encourage shoppers to check out other Editorial Recommendations a publisher has written and posted. Though they may not be able to produce as many articles as larger competitors, they can often well-written articles that inspire more clicks and more purchases of items from their Editorial Recommendation. This can lead to a good amount of success even though they do not have as much scale as their competitors.
Many publishers working with Editorial Recommendations are looking for ways to improve what they can accomplish. Many of these publishers are now even investing in technology and services that can help them improve their efficacy when writing articles. There are many things that a publisher can keep in mind when it comes to working with these articles that can lead them to greater success on the eCommerce website.
The size of a publisher can, of course, be a big determining factor in what they are able to accomplish when it comes to working with Editorial Recommendations and crafting articles for Amazon. When writing Editorial Recommendations and coming up with topics, a larger company has a greater ability to achieve scale quickly. These companies can craft Editorial Recommendations covering a wide range of categories on Amazon, including general topics that many shoppers will be interested in and more specific topics.
However, these larger publishers will need to note that they will not have the same authority when they write on more specific topics. Therefore these articles may not perform as successfully. Meanwhile, a smaller publisher may not be able to write as many Editorial Recommendations, but they can still be successful on Amazon by choosing to focus their attention on crafting articles that focus on specific topics. By building up their authority and having a strong voice, even a publisher with less scale on Amazon can be quite successful and have a good presence on the site.
So bearing this in mind, size matters, but it may not matter in the way that many publishers may think. A larger publisher may have the ability to produce more articles at a much quicker rate. However, a smaller publisher still has options available to them to achieve success if they understand how to cater to what shoppers are searching for when they click on Editorial Recommendations as they pop up in their feed when browsing the search engine results page on the eCommerce website.
Keeping all this information in mind, it’s possible for any publisher to have success if invited to Amazon’s Onsite Associates Program regardless of the number of people on their team. Though having a large volume of articles and more scale can be a way to achieve great results, there are other paths to success as well. Crafting articles within niche categories and developing an authoritative and authentic voice for shoppers will help them feel they can rely on the publisher when searching in the future for similar items.