Why Media Outlets Prefer Linking to Amazon Over Other Retailers
Ever wondered why so many articles about beauty products link to Amazon instead of a brand’s own website or other retailers? The answer lies in a mix of convenience, trust, and financial incentives for media outlets. However, simply being sold on Amazon is no longer enough to attract media interest. Today, editors are also looking for strong consumer validation and visible sales momentum before they will consider featuring a product. Here is why Amazon remains the top choice for linking:
Affiliate Commissions on the Entire Cart
One of the biggest reasons is Amazon’s affiliate program, which pays media outlets a commission not only on the featured product but also on everything else a shopper adds to their cart. If someone buys a beauty product from a link and adds essentials like toilet paper, snacks, or other items, the media outlet earns a commission on the entire cart, not just the product mentioned in the story.
High Conversion Rates
Amazon’s trusted reputation means readers are more likely to complete purchases on its platform compared to smaller or niche retailers. This makes Amazon links a safer bet for driving sales.
Convenience for Readers
Millions of shoppers already have Amazon accounts, and many are Amazon Prime members who enjoy perks such as free two-day shipping and easy returns. Linking to Amazon ensures a seamless and familiar shopping experience for most readers.
Strong Review Volume Matters
For beauty products in particular, editors increasingly look for listings with significant review volume, often 1,000 reviews or more, before considering them for coverage. High review counts signal that a product has real consumer traction and reduces risk for editors recommending it to their readers.
Momentum for New Launches
New products can still earn coverage without thousands of reviews, but they need to demonstrate clear momentum on the listing page. Editors often look for indicators such as strong sales rankings, fast-growing review counts, or visible signals that the product is already gaining traction with shoppers.
Social Proof Through Reviews
Amazon’s review system provides readers with instant validation, helping them feel confident in their purchase decisions. Products with thousands of reviews stand out to both editors and consumers as proven performers.
Wide Product Availability
Amazon’s extensive inventory allows media outlets to link to a single platform for multiple items in one article. This convenience increases the likelihood of readers making purchases and helps media outlets maximize affiliate revenue.
Global Reach
With its international presence, Amazon allows media outlets to serve readers worldwide. Shoppers in different countries can often find the same products or similar alternatives on their regional Amazon site.
The Bottom Line
While Amazon remains the preferred retailer for media outlets, a simple Amazon listing is no longer enough to generate press interest. Brands that want to attract editorial coverage must demonstrate strong consumer validation, either through thousands of reviews or clear early sales momentum on their product listing. For brands looking to secure media coverage, building a strong Amazon presence is now an essential part of a successful PR strategy.
Are you an Amazon brand looking for help with your beauty PR? Please contact us with any additional questions you may have. We would love to help you with PR for your brand. We offer free consultations so you can find the best beauty public relations for your company.