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Wirecutter (website)
Wirecutter (website)
Wirecutter (website)
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Wirecutter (formerly known as The Wirecutter) is a product review website owned by the New York Times Company. It was founded by Brian Lam in 2011 and acquired by The New York Times Company in 2016 for about $30 million.[2][3][4][5]

Key Information

Approach and business model

[edit]

Wirecutter is mostly a list of amazing gadgets. [...] The point is to make it easier for you to buy some great gear quickly and get on with your life.

The choices I've made here took days of research and years of experience, interviews, data from the best editorial and user sources around. Most gadgets I choose here aren't the top of the line models that are loaded up with junk features or overpriced; most of the ones we've picked are of the "good enough" or "great enough" variety, because this is generally where our needs and the right prices smash into each other.

These are the same gadgets I'd recommend to my friends and family, and these are the same gadgets I'd choose for myself.

 — Brian Lam, Hello! (Oct 2, 2011)[6]

The site focuses on writing detailed guides to various categories of consumer products, recommending only one or two best items per category. It earns most of its revenue from affiliate marketing by including links to its recommendations.[7] To prevent bias, the staff who write the reviews are not informed about what commissions, if any, the site receives for different products.[8] Due to affiliate revenue, the site is less reliant than other blogs and news sites on advertising revenue, although the Wirecutter site has displayed banner ads in the past.[9]

History

[edit]

Brian Lam founded the site in 2011 after leaving the editor-in-chief position at Gizmodo.[10][11][12] It was originally part of The Awl.[11][13] In the five years from its launch in 2011 to 2016, the company generated $150 million in revenue from affiliate programs with its merchant partners.[14][15] A sibling site, The Sweethome, launched in 2013 and focused on home goods while The Wirecutter focused on electronics and tools.[16] After forming an editorial partnership with The New York Times in 2015,[17] The Wirecutter was acquired by the Times in October 2016 for a reported $30 million.[2] The Wirecutter and Sweethome were combined into a single site in 2017, a year after the Times acquisition.[8][18]

Lam announced he had hired Jacqui Cheng as editor-in-chief for The Wirecutter in December 2013.[19] After the Times acquisition, David Perpich was appointed to President and General Manager of The Wirecutter in March 2017.[20] When Cheng stepped down in September 2018, the staff had grown from under 10 to over 100 employees.[21][22] Ben Frumin succeeded Cheng in December 2018.[23] The Wirecutter Union was formed in 2019 with approximately 65 employees, affiliated with NewsGuild-CWA of New York.[24][25] By 2020, Wirecutter had approximately 150 employees, with the majority working remotely away from the headquarters in Long Island City.[26]

In August 2021, The New York Times implemented a metered paywall, no longer relying solely on affiliate marketing commissions for revenue.[27] Later that year, Wirecutter staff went on strike. Wirecutter's reporting structure under Perpich was largely independent of the rest of the Times, and the two pay scales were significantly different.[28] The Wirecutter Union reached a three-year agreement with The New York Times Company in December, with immediate wage increases averaging US$5,000 per employee.[25]

In August 2024, The Wirecutter Show, a podcast for Wirecutter, was launched by The New York Times.[29]

Wirecutter has partnered with other websites, including Engadget, to publish company-sponsored guest posts sponsored by the company.[30] In 2015, Amazon tested a partnership with Wirecutter using a similar sponsored-post format on its site for recommendations.[31][32] While Wirecutter does perform its own testing of products, they also reference other reviews by sites like Ravingtechnology, Topyten, Consumer Reports, Reviewed, CNET, and America's Test Kitchen.[citation needed]

Reception

[edit]

Wirecutter has been described as a competitor to Consumer Reports, from which it differs by its explicit recommendations of top picks, a younger readership (with average age between 41 and 53 as of 2018), and its acceptance of vendor-supplied test units.[21] Similar recommendation websites that compete with Wirecutter include Best Products (Hearst Communications, 2015), The Strategist (New York, 2016), BuzzFeed Reviews (BuzzFeed, 2018), and The Inventory (G/O Media, 2018).[33]

References

[edit]

Further reading

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Wirecutter (website)

View on Grokipedia
from Grokipedia
Wirecutter is a product recommendation website owned by , specializing in detailed reviews and guides for consumer goods across categories such as , appliances, and outdoor gear. Founded in September 2011 by former editor Brian Lam as a blog offering gadget buying advice, it expanded to emphasize independent testing and empirical evaluation to identify high-value options for readers. The site was acquired by in October 2016 for $30 million, integrating it into the company's digital portfolio while maintaining editorial separation from affiliate revenue discussions. Wirecutter's business model relies on affiliate commissions from purchases made through its recommendation links, without accepting advertising or free products that could compromise testing integrity, allowing it to generate substantial revenue—reportedly over $1 billion in gross merchandise value annually by 2023—while claiming to prioritize reader utility over sales volume. Its methodology involves journalists conducting hands-on tests, consulting experts, and analyzing data to recommend products that balance performance, durability, and cost, distinguishing it from ad-driven review sites. Post-acquisition growth has drawn scrutiny, with critics alleging diluted review rigor due to scaled production demands and affiliate incentives favoring cheaper items, though Wirecutter maintains strict protocols against manufacturer influence and has rebutted specific pay-for-placement claims.

History

Founding and Early Years

Wirecutter was founded in September 2011 by Brian Lam, a technology journalist who had previously served as editor of , where he helped grow the site's monthly audience to 130 million visitors. Lam launched the site to address consumer frustration with unreliable product reviews and hype-driven tech coverage, emphasizing independent testing, expert input, and direct comparisons to recommend specific "best" items in categories like gadgets and electronics. The initial model relied on for revenue, earning commissions from purchases made through recommendation links, while committing to transparency by disclosing these ties and avoiding manufacturer influence. In its early operations, Wirecutter published concise guides rather than frequent blog posts or news updates, a format that drew skepticism from Lam's business partners who feared it would fail to build traffic due to its brevity and infrequency—sometimes only one or two recommendations per month. Despite this, the site's rigorous methodology, which involved hands-on testing of dozens of products per guide and prioritization of long-term usability over specs, resonated with readers seeking practical advice amid a crowded market of sponsored content and affiliate spam. By focusing on content like "best " or "best ," Wirecutter cultivated trust through updates to recommendations as new products emerged, differentiating itself from faster but less substantive competitors. Expansion began in 2013 with the launch of The Sweethome, a sister site applying the same review principles to home goods such as vacuums and kitchen tools, broadening Wirecutter's scope beyond tech. This period marked steady audience growth, driven by word-of-mouth and shares among consumers wary of advertising-heavy media, though exact traffic figures from 2011–2016 remain proprietary; the model's viability was later validated by the site's $30 million acquisition by in October 2016.

Acquisition by The New York Times

The New York Times Company announced the acquisition of Wirecutter and its companion site The Sweethome on October 24, 2016, in an all-cash deal valued at more than $30 million, including retention incentives for key staff. The transaction closed immediately, marking the Times' entry into consumer product recommendation and affiliate-driven content as a strategy to diversify beyond traditional advertising revenue amid declining print readership. Wirecutter, founded in 2011 by former Gizmodo editor Brian Lam, had grown rapidly by emphasizing rigorous, no-nonsense testing and recommendations, generating revenue primarily through affiliate links without traditional ads or sponsored content. Lam, who retained an advisory role post-sale, described the acquisition as an alignment with the Times' journalistic standards, allowing Wirecutter to scale while preserving its independent testing methodology. The deal included The Sweethome, a Wirecutter offshoot focused on home goods reviews launched in , which complemented Wirecutter's tech-centric origins and expanded the portfolio to broader consumer categories. At the time, Wirecutter's team of approximately 20 staff members operated from , separate from the Times' New York headquarters, with plans to maintain operational autonomy under executive editor Brian Lam's oversight. The acquisition price reflected Wirecutter's proven affiliate model, which by 2016 drove millions in commissions annually through transparent endorsements of tested products, contrasting with ' prior experiments in . Times executives, including (then head of advertising), highlighted the purchase as a bet on "trusted recommendations" to build direct consumer engagement and incremental revenue streams. No immediate layoffs or structural changes were reported, though the integration aimed to leverage the Times' audience of over 10 million digital subscribers for .

Post-Acquisition Expansion

Following its acquisition by The New York Times Company on October 24, 2016, for more than $30 million, Wirecutter experienced significant operational and financial growth. The site integrated its sister publication, The Sweethome, expanding product review coverage into home goods and appliances. By early 2017, Wirecutter contributed to a 20.9% increase in the Times' "other" revenue category, reaching $26.4 million in the first quarter alone. Revenue from affiliate commissions accelerated, with annual figures surpassing $20 million by October 2018—a 50% rise from pre-acquisition levels. This momentum continued, as Wirecutter drove over $1 billion in gross merchandise value through reader purchases in both 2023 and 2024. To diversify beyond affiliates, the site introduced branded advertising in 2024, achieving its full-year 2025 ad revenue target by midyear, and formed partnerships such as integrations with Google Shopping for seasonal campaigns like back-to-school promotions. Staffing expanded substantially to support broader coverage, growing from around 125 employees in 2018 to approximately 160 journalists by 2025, with about half dedicated to editorial roles as of 2021. Key hires included six for the new Wirecutter vertical launched in mid-2018, targeting millennial-focused like credit cards and banking, marking the site's first major non-product investment. In September 2025, Danielle Betras joined as Head of Revenue to further scale commerce operations. Content categories broadened to include , (with a skincare launch in spring 2025 generating record traffic), outdoor gear, and sustainability-focused reviews. Traffic scaled to 15 million monthly unique visitors, with peaks such as 7 million readers during the 2024 Thanksgiving-to-Cyber Monday period. Under leadership transitions, including David Perpich's oversight starting in January 2017, these efforts positioned Wirecutter as a core diversification pillar for the Times, emphasizing trust-based recommendations without paid placements.

Business Model

Revenue Generation

Wirecutter generates primarily through , earning commissions from retailers when readers purchase recommended products via links embedded in its reviews. These commissions typically range from a of the sale price, varying by retailer and , with no generated if purchases are returned or if a product lacks an affiliate program. The site partners with multiple retailers, including Amazon, Home Depot, and , selected by a dedicated commerce team after recommendations are finalized; factors considered include pricing, shipping reliability, , and affiliate payout rates, though the team maintains that reader experience takes precedence over . This model adheres to (FTC) disclosure requirements, with notices such as "When you buy through our links, we may earn a commission" appearing on relevant pages. Wirecutter does not accept sponsored content, paid placements, or manufacturer incentives to influence picks, insulating decisions from direct commercial pressure; business discussions occur post-review to link products to affiliates without altering recommendations. The absence of display or direct product sales further emphasizes reliance on affiliate referrals, avoiding potential conflicts from ad that could prioritize advertiser interests over guidance. Following its 2016 acquisition by , Wirecutter's affiliate earnings contribute to the parent's "affiliate, licensing, and other" revenue category, which excludes subscriptions and core advertising. In the second quarter of 2025, this category reached $70.5 million, a 5.8% year-over-year increase attributed partly to Wirecutter's affiliate referrals alongside licensing deals. By 2018, Wirecutter alone generated over $20 million annually for , with facilitated gross merchandise value exceeding $1 billion in both 2023 and 2024, underscoring scaled impact through high-traffic reviews driving conversions. Additional streams, such as content licensing, supplement affiliates but remain secondary, with no public breakdown isolating Wirecutter's exact share amid the bundled reporting.

Affiliate Partnerships and Incentives

Wirecutter's primary revenue mechanism involves affiliate partnerships with online retailers, through which the site earns commissions on qualifying purchases made via its recommendation links. These commissions are typically structured as a percentage of the product's sale price, paid by retailers such as or brands like mattress maker Leesa, when a reader completes a purchase following a referral and the item is not returned. The model relies on embedding trackable affiliate links within review articles, where clicks leading to sales generate earnings only if the recommendation proves effective in influencing buyer decisions. To broaden revenue potential, Wirecutter maintains partnerships with a diverse array of retailers beyond , including those accessed via affiliate networks, rather than limiting to a single platform. This wide partner base allows commissions from varied product categories and mitigates risks from changes in individual retailer policies, such as 's occasional commission rate adjustments. Retailers interested in affiliate arrangements with Wirecutter can initiate contact via the site's commerce team, provided they stock recommended products. The incentives inherent in this system encourage the selection of high-conversion products in reviews, as Wirecutter's earnings depend directly on reader trust and subsequent sales volume, with no commissions accrued from mere clicks or abandoned carts. Wirecutter asserts that editorial content remains insulated from these commercial incentives, with business negotiations—including affiliate terms—conducted separately after recommendations are finalized. This separation is intended to preserve recommendation integrity, though the affiliate structure objectively aligns financial success with the commercial viability of picks, as evidenced by reported growth in affiliate-driven revenue, such as a 20% quarterly increase in late 2022 and contributions to The New York Times' $66.9 million in subscription and affiliate earnings for Q2 2024. Despite these claims of independence, the model's dependence on sales incentivizes coverage of deal-focused content and popular categories to maximize conversions.

Editorial Process

Review Methodology

Wirecutter's review methodology begins with extensive research to identify potential products for evaluation. Writers compile a "scout report" that assesses the , essential features, and prominent brands within a category, drawing from sources such as online retailers like Amazon, enthusiast forums, and consultations with subject-matter experts. This initial phase narrows down a model list of top contenders for hands-on testing, prioritizing practical relevance over exhaustive coverage of every available option. Testing involves rigorous, real-world simulations tailored to the product type, often documented in comparison tables for transparency. For instance, duffel bags may be subjected to exposure in Hawaiian surf conditions, while boots undergo over 1,600 miles of trail use to assess durability and performance. Staff retain products post-initial evaluation for long-term assessment, monitoring factors like wear, software reliability, and evolving flaws that short-term tests might overlook—such as a box's breakdown after 1-2 years versus a competitor's endurance over 500 uses. If manufacturers do not provide test units, Wirecutter purchases them independently to avoid influence. Recommendations emphasize expert input and standardized criteria, with guides detailing writer credentials—such as experience for tool reviews—and methodologies in sections like "How we picked and tested." Picks are categorized as top choices, runners-up, or alternatives, accompanied by "flaws but not dealbreakers" disclosures, while competing products are evaluated without undisclosed commercial ties from experts. Wirecutter claims , stating that selections derive from testing standards rather than affiliate agreements or ads. Guides undergo continuous updates based on new testing data, expert feedback, and market changes, with "What to look forward to" sections outlining planned evaluations. Long-term observations inform revisions, potentially altering picks if sustained use reveals inadequacies, as seen in ongoing assessments of items like travel mugs since 2020. This iterative approach aims to maintain recommendation accuracy over time.

Standards and Independence Claims

Wirecutter asserts that its editorial standards encompass accuracy, honesty, impartiality, , sensitivity, inclusivity, and transparency, with the goal of providing recommendations that save readers time through rigorous evaluation. These standards require that no product recommendation be published unless deemed the best by writers and editors after extensive research and testing, often spanning weeks or months and involving dozens to hundreds of hours per guide. Guides must detail the evidence, logic, and testing processes to enable reader verification. To uphold , Wirecutter maintains a of total separation from affiliate partnerships and pressures, stating that recommendation decisions are driven solely by testing and criteria rather than commercial incentives. The site claims no motivation to endorse subpar products, as affiliate commissions are earned only on completed purchases, and eroding reader trust through biased picks would undermine long-term revenue more than any short-term gain. Products received unsolicited or free are returned, donated, or discarded to prevent influence, even if bundled with purchased items. Testing supports these claims by emphasizing hands-on evaluation of thousands of products annually across over 1,000 categories, supplemented by interviews (such as with engineers and designers) and of reviews. Recommendations undergo long-term monitoring, with picks updated or changed based on ongoing performance data rather than external pressures. Wirecutter's integration under ownership aligns with broader NYT ethical guidelines prioritizing journalistic independence and integrity. However, the affiliate-driven inherently ties revenue to recommendation-driven sales, prompting scrutiny over whether editorial firewalls fully mitigate potential subconscious commercial biases, though Wirecutter insists trust preservation incentivizes objectivity.

Reception and Impact

Achievements and Positive Reception

Wirecutter has been recognized for its rigorous testing and transparent methodology, earning a reputation as a leading independent product site since its founding in 2011. Early acclaim included a surge in traffic during high-profile shopping events, such as Black Friday 2014, when referrals from ABC News caused the site to crash due to overwhelming demand. This demonstrated its growing influence among consumers seeking reliable recommendations amid cluttered online review landscapes. Post-acquisition by in October 2016 for an undisclosed sum reported to exceed $30 million, Wirecutter expanded significantly, with monthly organic traffic exceeding 10.3 million visitors by 2024 through SEO-optimized review content ranking for over 6.5 million keywords. Its affiliate-driven commerce model propelled revenue growth, achieving a 20% year-over-year increase in the fourth quarter of 2022 and contributing to a cumulative $1 billion in commerce sales by October 2025, positioning it as a core revenue driver for its parent company. Industry observers and ranking compilations frequently cite Wirecutter among the top product review sites for its empirical, hands-on evaluations over sponsored or superficial analyses. For instance, it has been highlighted for fostering consumer trust through detailed comparisons and long-term testing, influencing purchasing decisions across categories like and goods. Traffic doubled from 2019 to 2020 amid rising , underscoring its adaptability and appeal during economic shifts.

Criticisms and Perceived Declines

Critics have noted a perceived decline in the depth and rigor of Wirecutter's product testing and recommendations following its 2016 acquisition by . An August 2023 analysis in The Atlantic highlighted user complaints that reviews have become less exhaustive, with some longtime readers arguing that recommended products exhibit lower overall quality compared to pre-acquisition eras, potentially due to intensified commercial pressures under NYT ownership. Similarly, a 2020 piece in Current Affairs detailed author disillusionment with Wirecutter's shift toward recommendations that prioritize affiliate revenue, citing instances where picks favored products with higher commission potential over superior alternatives, exacerbating concerns about independence. Wirecutter's affiliate model has drawn scrutiny for incentivizing biases toward pricier or high-volume items that generate greater commissions, as the site earns a of via referral links. A September 2023 commentary on Brooks Review argued that this structure leads to undue emphasis on budget options to boost purchase volume, potentially sidelining durability-focused products favored in niche communities like r/BuyItForLife. , in a September 2024 statement, contrasted its own nonprofit, subscription-funded independence with Wirecutter's commerce-driven approach, implying the latter compromises objectivity through financial ties to retailers. A notable pre-acquisition controversy involved allegations of "" practices in Wirecutter's 2015 standing desk review update. NextDesk claimed in 2014-2015 communications that Wirecutter downgraded its product after the company refused an affiliate , suggesting editorial favoritism tied to kickbacks; however, Wirecutter refuted this in a detailed response, providing a timeline showing the recommendation change occurred in February 2015—months before NextDesk's November 2015 affiliate refusal—and emphasizing that staff remained unaware of business negotiations. Internal tensions surfaced in November 2021 when Wirecutter union staff struck against NYT management over integration failures, including isolation from the , pay disparities (e.g., writers earning less than entry-level Times fellows), and perceptions of Wirecutter as non-journalistic "second-class" content. The action, timed for Black Friday to disrupt affiliate revenue, underscored frustrations with post-acquisition cultural clashes and resource allocation. Additionally, Wirecutter's August 2021 move behind the NYT reduced free access to reviews, prompting backlash from users accustomed to its open model and potentially limiting its reach amid rising subscription barriers.

Controversies

Questions of Bias and Commercial Influence

Wirecutter's model, which generates revenue through commissions on purchases made via recommended product links, has drawn scrutiny for potentially incentivizing selections that prioritize financial returns over uncompromised quality. The site earns commissions from retailers such as Amazon, with rates varying by product and partner, and critics contend this structure encourages recommendations of lower-priced items to increase sales volume, as higher-volume affiliate transactions can yield greater overall earnings despite lower per-unit payouts. A notable controversy arose in 2015 when manufacturer NextDesk accused Wirecutter of operating a "" system after losing its top recommendation, citing leaked emails in which Wirecutter's business team referred to affiliate commissions as "kickbacks" and discussed partnerships without editorial involvement. Wirecutter acknowledged the terminology was imprecise and potentially misleading but maintained that editorial decisions remain insulated from business considerations, with reviewers unaware of specific commission rates and some top picks generating no revenue at all. Following Company's 2016 acquisition of Wirecutter for a reported $30 million, observers noted an expansion in staff and content output—roughly doubling in scale—which some attribute to heightened commercial pressures that diluted testing rigor and led to perceived declines in recommendation quality. For example, a 2019 incident involved a Times business-side employee unilaterally a Wirecutter financial product article to insert affiliate links, prompting internal reviews and highlighting risks of cross-departmental interference despite firewalls. While Wirecutter asserts independence through policies like returning or discarding test products to avoid influence and transparent disclosures of affiliates on every page, skeptics argue the revenue dependency inherently biases toward marketable, high-conversion items rather than niche or premium alternatives with lower affiliate appeal. This model contrasts with subscription-based reviewers like , which avoid commissions entirely, fueling debates over whether Wirecutter's claims of neutrality withstand the causal pressures of a performance-tied .

Editorial Independence Under NYT Ownership

Wirecutter was acquired by on October 19, 2016, for a reported $30 million, integrating it as a product recommendation service within the Times' portfolio while maintaining operational separation from the newspaper's . The acquisition aimed to bolster the Times' digital revenue streams through Wirecutter's affiliate model, but the site has consistently asserted its decisions remain insulated from ownership influences, with recommendations driven solely by independent testing and research rather than commercial pressures or NYT affiliations. Revenue from affiliate commissions is managed exclusively by the Times' business team, with no details shared with Wirecutter's staff to avoid subconscious biases in product selections. To preserve , Wirecutter enforces strict policies, including rejecting unsolicited free products—returning, donating, or discarding them post-testing—and prohibiting staff from holding financial interests in reviewed companies or accepting gifts that could imply obligation. Disclosures of any potential conflicts, such as funding sources for tested products, are required, and editorial processes emphasize transparency through detailed methodologies, expert consultations, and iterative updates based on reader feedback and new data. While collaborations with other Times properties have occurred, such as shared content promotions, Wirecutter's team operates autonomously, with no formal oversight from the newspaper's or divisions, which could otherwise introduce ideological tilts absent in consumer product evaluations. Critics, however, have questioned the durability of this firewall post-acquisition, pointing to increased content volume—reportedly doubled under Times directives to scale —as potentially diluting rigor and inviting commercial shortcuts. A notable 2019 incident involved a Times business-side employee unilaterally copy in Wirecutter's vertical without editorial approval, prompting an internal and the employee's departure, which highlighted risks of non-editorial interference despite safeguards. No verified instances exist of NYT's biases—such as preferences in political or cultural coverage—directly shaping Wirecutter's apolitical product picks, though the site's affiliate incentives, amplified by Times' profit goals, inherently prioritize high-conversion recommendations, a dynamic predating but intensified under . These concerns, drawn from former staff accounts and industry analyses, underscore tensions between independence claims and corporate imperatives, even as empirical testing protocols provide a causal buffer against overt manipulation.

References

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