[{"data":1,"prerenderedAt":568},["ShallowReactive",2],{"insights-page":3,"insights-related":34,"navigation":108,"i-ph:arrow-up-right":251,"i-ph:linkedin-logo-fill":255,"i-ph:arrow-right":257,"i-ph:caret-down":259,"i-ph:list":261,"i-ph:x":263,"insight-july-2023-prime-day-recap":265,"i-ph:archive":564,"i-ph:caret-right":566},{"id":4,"archive":5,"authors":8,"ctaBand":13,"extension":19,"hero":20,"meta":23,"pageSize":24,"related":25,"rss":27,"seo":30,"stem":32,"__hash__":33},"insightsPage\u002Finsights-page.yml",{"months":6,"note":7},18,"From our archive. This post was published in {date}, and some details may have changed since.",[9],{"name":10,"title":11,"url":12},"R.J. Lehman","Co-Founder","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frjlehman\u002F",{"heading":14,"body":15,"primary":16},"See what your commerce content earns","Talk to our team about measuring and growing commerce revenue across your pages.",{"label":17,"to":18},"Talk to our team","\u002Fcontact","yml",{"heading":21,"subhead":22},"Insights","Data and analysis on commerce content, affiliate revenue and search, for the teams that run commerce at premium publishers.",{},"9",{"heading":26},"More insights",{"title":28,"description":29},"Bullwhip Insights","Data and analysis on commerce content, affiliate revenue and search for premium publishers.",{"title":21,"description":31},"Bullwhip's insights on commerce content, affiliate revenue, search and AI, with data and analysis for premium publishers' commerce teams.","insights-page","EzpIBySkoRWHwoweJajxJdXAlHTtWvwQMPG4jBobKbs",[35,50,60,71,83,96],{"path":36,"title":37,"description":38,"date":39,"tags":40,"image":43,"readingTime":48,"draft":49,"needsApproval":49},"\u002Finsights\u002Fgetting-paid-for-ai-influence","Getting paid for AI influence: the AEO and GEO revenue map for publishers","The tools that measure AI influence, the programs that pay for it, and how commerce publishers sell it to brands, with a playbook.","2026-10-07",[41,42],"AI search","Commerce strategy",{"src":44,"alt":45,"width":46,"height":47},"\u002Finsights\u002Fgetting-paid-for-ai-influence\u002Fcover.webp","Three cards in a row: 1 See the impact, 2 Paid without a brand, 3 Paid by brands, with an arrow from the first to the third labeled Citation data feeds brand payouts",2400,1260,"19",false,{"path":51,"title":52,"description":53,"date":54,"tags":55,"image":56,"readingTime":59,"draft":49,"needsApproval":49},"\u002Finsights\u002Fpost-click-economy-nine-months-in","The post-click economy, nine months in","Impact's Geodesix and Partnerize's VantagePoint bet differently on paying publishers for AI answers. Nine months on, both depend on brand budgets.","2026-09-15",[41,42],{"src":57,"alt":58,"width":46,"height":47},"\u002Finsights\u002Fpost-click-economy-nine-months-in\u002Fcover.webp","Two cards, Geodesix (license the content) and VantagePoint (prove the influence), with arrows pointing down to a single box labeled Brand budgets","6",{"path":61,"title":62,"description":63,"date":64,"tags":65,"image":67,"readingTime":70,"draft":49,"needsApproval":49},"\u002Finsights\u002Famazon-associates-vs-amazon-attribution","Amazon Associates vs. Amazon Attribution: how the two programs differ","Amazon Associates pays publishers on affiliate sales; Amazon Attribution pays brands a bonus for traffic they send. How the two programs differ.","2024-01-09",[66,42],"Amazon",{"src":68,"alt":69,"width":46,"height":47},"\u002Finsights\u002Famazon-associates-vs-amazon-attribution\u002Fcover.webp","Two panels compared: Amazon Associates pays the publisher on the whole cart, while Amazon Attribution pays the brand on one product","3",{"path":72,"title":73,"description":74,"date":75,"tags":76,"image":78,"readingTime":82,"draft":49,"needsApproval":49},"\u002Finsights\u002F5-insights-from-prime-big-deal-days","5 Insights from Prime Big Deal Days","Five takeaways from October 2023 Prime Big Deal Days: Amazon's own commerce content, publisher share of voice, rank stability and Top Stories.","2023-10-12",[77,66],"Commerce Events",{"src":79,"alt":80,"width":46,"height":81},"\u002Finsights\u002F5-insights-from-prime-big-deal-days\u002Fcover.webp","Two Amazon shipping boxes with Prime tape on a dark 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2023 Prime Day Recap","What July 2023 Prime Day search data showed about Top Stories, Amazon's share of voice, the publishers that led, and how often they updated.","2023-07-13",[77,66],{"src":103,"alt":104,"width":105,"height":106},"\u002Finsights\u002Fjuly-2023-prime-day-recap\u002Fcover.webp","An Amazon shipping box with Prime tape on a dark background",720,467,"5",{"id":109,"extension":19,"footer":110,"header":194,"meta":248,"stem":249,"__hash__":250},"navigation\u002Fnavigation.yml",{"columns":111,"cookiePreferences":188,"linkedIn":189,"legalName":190,"securityBadge":191},[112,133,154,167],{"label":113,"items":114},"Platform",[115,118,121,124,127,130],{"label":116,"to":117},"Beacon","\u002Fplatform\u002Fbeacon",{"label":119,"to":120},"Tailwind","\u002Fplatform\u002Ftailwind",{"label":122,"to":123},"Halyard","\u002Fplatform\u002Fhalyard",{"label":125,"to":126},"CINCY","\u002Fplatform\u002Fcincy",{"label":128,"to":129},"Platform 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128Z\"\u002F>",{"id":266,"title":98,"author":10,"body":267,"date":100,"description":99,"draft":49,"extension":556,"image":557,"legacy":558,"meta":559,"navigation":558,"needsApproval":49,"path":97,"readingTime":107,"seo":560,"stem":561,"tags":562,"__hash__":563},"insights\u002Finsights\u002Fjuly-2023-prime-day-recap.md",{"type":268,"value":269,"toc":545},"minimark",[270,274,285,288,293,309,312,321,324,328,331,338,341,345,401,404,411,431,439,443,452,458,476,480,483,486,493,496,502,506,513,522,526,533,542],[271,272,273],"p",{},"As Prime Day drew to a close, the team at Bullwhip took a quick look at the publishers that drove the most engagement throughout the 2-day event. Below we summarize some of the more interesting and salient insights we came across.",[271,275,276,277,284],{},"And there it is — another whirlwind Prime Day wraps. For the team at Bullwhip though, this marks a special occasion as the first Prime Day for which our data systems were up and running, as well as the inception of Bullwhip’s newsletter, ",[278,279,283],"a",{"href":280,"rel":281},"https:\u002F\u002Fmedium.com\u002Fintent-effect",[282],"nofollow","Intent & Effect",", which will take a data-driven approach to elucidating trends and opportunities in the commerce content \u002F intent media space.",[271,286,287],{},"So what did we learn? Here are the quick hits:",[289,290,292],"h2",{"id":291},"_1-top-stories-continue-to-gain-importance","1. Top Stories continue to gain importance.",[271,294,295,296,300,301,304,305,308],{},"As most publishers are now aware, continuing to diversify audience acquisition away from traditional organic search is critical. This can mean leaning into non-search sources (recirc, email, social, network and\u002For paid), but let’s not forget the other gems within search (ahem, Google) itself, namely ",[297,298,299],"strong",{},"Top Stories",", ",[297,302,303],{},"Answered Questions"," and ",[297,306,307],{},"Discover",".",[271,310,311],{},"Focusing on the first two (as public Discover data is limited), we can actually look at Top Stories vs. traditional organic “SERP Links” in an apples-to-apples fashion based on page rank \u002F position. We did exactly that, every hour, across the leading 600 Prime Day related keywords, and were surprised to see Top Stories taking up a massive 32% of the combined total.",[271,313,314],{},[315,316],"img",{"alt":317,"height":318,"src":319,"width":320},"Pie chart: organic SERP links were 68% and Top Stories 32% of search acquisition across about 600 Prime Day keywords on July 12, 2023",1208,"\u002Finsights\u002Fjuly-2023-prime-day-recap\u002F1.png",1220,[271,322,323],{},"We dive into this a bit later to provide more context on how to think about top stories (as well as which ones crushed it this Prime Day), but first, let’s address traditional search…",[289,325,327],{"id":326},"_2-amazon-earns-a-meaty-share-of-search-share-of-voice-but-publisher-presence-still-leads","2. Amazon earns a meaty share of search share of voice, but publisher presence still leads.",[271,329,330],{},"We were pleased to see publishers continuing to have strong presence in search across the top Prime Day keywords — judging by historical page rank click-through rates (which won’t entirely hold for navigational traffic), we estimate the share of voice (SoV) of the top 100 publisher domains to be 75% of the total. Amazon.com is by far the largest single domain with 12% SoV, and their white-label content site aboutamazon.com garnered another 3.5%.",[271,332,333],{},[315,334],{"alt":335,"height":336,"src":337,"width":320},"Pie chart of SERP link share of voice on July 12, 2023: top 100 publisher domains 75.8%, amazon.com 11.7%, smaller domains 8.9%, aboutamazon.com the rest",1224,"\u002Finsights\u002Fjuly-2023-prime-day-recap\u002F2.png",[271,339,340],{},"For better or worse, the intensity of search audience acquisition during Prime Day causes this to be a “winner take most” game, with smaller domains collectively only achieving 3 p.p. less than amazon.com alone.",[289,342,344],{"id":343},"_3-a-number-of-stalwart-commerce-domains-continue-to-perform-well-while-newer-commerce-entrants-gain-ground","3. A number of stalwart commerce domains continue to perform well, while newer commerce entrants gain ground.",[271,346,347,348,353,354,359,360,304,365,300,370,300,375,380,381,300,386,300,391,304,396,308],{},"A number of intent media leaders we’re accustomed to seeing at the top of the pack led in the Top 30 by hour during July 12, 2023 (chart below). These include ",[278,349,352],{"href":350,"rel":351},"https:\u002F\u002Fwww.cnet.com\u002Fdeals\u002Famazon-prime-day\u002F",[282],"CNET",", NY Mag’s ",[278,355,358],{"href":356,"rel":357},"https:\u002F\u002Fnymag.com\u002Fstrategist\u002Farticle\u002Fbest-amazon-prime-day-deals-day-two-2023.html",[282],"The Strategist"," and Vox Media sibling brands ",[278,361,364],{"href":362,"rel":363},"https:\u002F\u002Fwww.theverge.com\u002F23779193\u002Famazon-prime-day-best-cheap-deals-under-50-2023",[282],"The Verge",[278,366,369],{"href":367,"rel":368},"https:\u002F\u002Fwww.polygon.com\u002Fdeals\u002F23775263\u002Famazon-prime-day-2023-deals-dates-advice",[282],"Polygon",[278,371,374],{"href":372,"rel":373},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fforbes-personal-shopper\u002F2023\u002F07\u002F12\u002Famazon-prime-day-2023\u002F?sh=6b1dac053957",[282],"Forbes Vetted",[278,376,379],{"href":377,"rel":378},"https:\u002F\u002Fwww.businessinsider.com\u002Fguides\u002Fdeals\u002Fwhat-is-amazon-prime-day",[282],"Business Insider",", NYT’s ",[278,382,385],{"href":383,"rel":384},"https:\u002F\u002Fwww.nytimes.com\u002Fwirecutter\u002Fmoney\u002Fbest-amazon-prime-day-deals-2023-0711\u002F",[282],"Wirecutter",[278,387,390],{"href":388,"rel":389},"https:\u002F\u002Fwww.tomsguide.com\u002Fnews\u002Fbest-prime-day-deals-and-sales",[282],"Tom’s Guide",[278,392,395],{"href":393,"rel":394},"https:\u002F\u002Fwww.usatoday.com\u002Famazon-prime-day\u002F",[282],"USA Today’s Reviewed",[278,397,400],{"href":398,"rel":399},"https:\u002F\u002Fwww.goodhousekeeping.com\u002Flife\u002Fmoney\u002Fa40093124\u002Fbest-amazon-prime-day-deals-sales-2022\u002F",[282],"Good Housekeeping",[271,402,403],{},"The below chart shows hourly performance (July 12, UTC hours) of each of the top 30 domains, where the thickness of the line represents that brand’s estimated share of voice during that hour, based on their position across the 600 keywords analyzed during each hour.",[271,405,406],{},[315,407],{"alt":408,"height":409,"src":410,"width":320},"Stacked area chart of organic SERP link share of voice by hour on July 12, 2023, for the top 30 domains, led by amazon.com",1020,"\u002Finsights\u002Fjuly-2023-prime-day-recap\u002F3.png",[271,412,413,414,419,420,300,425,430],{},"At the same time, some media brands that are newer to commerce content also stood out, namely NY Post (whose ",[278,415,418],{"href":416,"rel":417},"https:\u002F\u002Fnypost.com\u002Farticle\u002Fbest-amazon-prime-day-2023-deals-sales\u002F",[282],"108 Best Deals"," was the highest exposure article during July 12, second only to Amazon.com’s landing page), ",[278,421,424],{"href":422,"rel":423},"https:\u002F\u002Fmashable.com\u002Farticle\u002Famazon-prime-day",[282],"Mashable",[278,426,429],{"href":427,"rel":428},"https:\u002F\u002Fwww.zdnet.com\u002Farticle\u002Fthe-best-amazon-prime-day-deals\u002F",[282],"ZDNet"," and others.",[271,432,433,434,308],{},"The rank ordered list of the top performance articles over the course of the 2nd day ",[278,435,438],{"href":436,"rel":437},"https:\u002F\u002Fairtable.com\u002FappaIAzjylwY3ADL1\u002FshrzJEwMv2tR81G7H\u002FtblUuC23a2SFynJyE",[282],"available here",[289,440,442],{"id":441},"_4-a-slightly-different-group-of-media-brands-won-the-day-in-top-stories-traction","4. A slightly different group of media brands won the day in Top Stories traction.",[271,444,445,446,451],{},"Although Google News’ “Top Stories” block, which as noted is gaining presence in organic results, is open to ",[278,447,450],{"href":448,"rel":449},"https:\u002F\u002Fsupport.google.com\u002Fnews\u002Fpublisher-center\u002Fanswer\u002F9606702?hl=en&ref_topic=9603441&sjid=15427421436258461975-NA",[282],"all publishers of relevant, prominent, authoritative and fresh content",", it’s perhaps not surprising that news brands and portals like cnn.com, nytimes.com, nbcnews.com, yahoo.com show up higher on the list here.",[271,453,454],{},[315,455],{"alt":456,"height":409,"src":457,"width":320},"Stacked area chart of Top Stories share of voice by hour on July 12, 2023, for the top 30 domains, led by cnn.com and nytimes.com","\u002Finsights\u002Fjuly-2023-prime-day-recap\u002F4.png",[271,459,460,465,466,471,472,308],{},[278,461,464],{"href":462,"rel":463},"https:\u002F\u002Fwww.cnn.com\u002Fcnn-underscored",[282],"CNN Underscored","’s ",[278,467,470],{"href":468,"rel":469},"https:\u002F\u002Fwww.cnn.com\u002Fcnn-underscored\u002Fdeals\u002Fbest-amazon-prime-day-deals-2023-07-12",[282],"151 Best Amazon Prime Day Deals 2023"," led the pack in Top Stories distribution, and the other leaders are ",[278,473,438],{"href":474,"rel":475},"https:\u002F\u002Fairtable.com\u002FappaIAzjylwY3ADL1\u002Fshr997BAXTem8g9qU\u002Ftbl4Iv1XtJSe7R4Uj",[282],[289,477,479],{"id":478},"_5-recency-and-update-frequency-are-likely-a-key-differentiator-for-top-stories-performance-during-prime-day","5. Recency and update frequency are likely a key differentiator for Top Stories performance during Prime Day.",[271,481,482],{},"On average, the article in position 1 of a Top Story block was updated every ~13 hours, 70% of these articles had been updated between 0 and 24 hours, and no article in position 1 (across ~9,000 top stories blocks analyzed) was more than 72 hours old. Not much of a surprise but confirmation of the hustle that differentiates the leading publishers during Prime Day.",[271,484,485],{},"Moreover, as shown in the chart below, the average hours since update for positions 2–4 was not much higher, although the spread was a bit wider. The more recent publish time averages for positions 5 and 6 may reflect that Google is only populating this many stories when there is an abundance of high-quality and recent content (position 6 had the most recent average publish time at 9.9 hours, but was only present in ~38% of the Top Story blocks we reviewed).",[271,487,488],{},[315,489],{"alt":490,"height":491,"src":492,"width":320},"Table of Top Stories update frequency by position: positions 1 to 3 were present almost all the time, averaging 12.7 to 14 hours since update",630,"\u002Finsights\u002Fjuly-2023-prime-day-recap\u002F5.png",[271,494,495],{},"Looking at average recency (or age) of Top Stories by hour of day (again, in UTC), we can see that overall freshness increases as the day went on, which makes sense given the active “news desk” approach most leading publishers take in running their Prime Day playbooks.",[271,497,498],{},[315,499],{"alt":500,"height":409,"src":501,"width":320},"Line chart of average Top Story age in hours by hour of day for positions 1 to 5, mostly between 8 and 20 hours and falling later in the day","\u002Finsights\u002Fjuly-2023-prime-day-recap\u002F6.png",[289,503,505],{"id":504},"_6-people-are-curious-about-all-sorts-of-prime-day-things","6. People are curious about all sorts of Prime Day things.",[271,507,508,509,308],{},"Just for fun, and to satisfy our own curiosity, we looked into what questions appeared most frequently in the “related questions” block. They are ",[278,510,438],{"href":511,"rel":512},"https:\u002F\u002Fairtable.com\u002FappaIAzjylwY3ADL1\u002Fshr9LrpnUpmAh27pD\u002FtblTl9J48dmbyowNK",[282],[271,514,515,516,521],{},"And although we can’t get as granular data about like traffic \u002F engagement volume from these Q&A blocks, we can share a bit of context around ",[278,517,520],{"href":518,"rel":519},"https:\u002F\u002Fairtable.com\u002FappaIAzjylwY3ADL1\u002Fshr5p4F1Jt3IE9HYX\u002FtblPt5gMkIAhi0Hft",[282],"which brands and domains are showing up with answers most frequently",". Kudos to CN Traveler, ZDNet, NBC News, CBS News, People, Good Housekeeping and others.",[289,523,525],{"id":524},"concluding-notes","Concluding Notes",[271,527,528,529,308],{},"If you’ve read this far, many thanks for it! Moreover, we’d love any feedback or follow up questions you have. Ping me directly (email in bio), or the team at ",[278,530,532],{"href":531},"mailto:partner@bullwhip.io","partner@bullwhip.io",[271,534,535,536,541],{},"The supporting data for the above analyses is in this ",[278,537,540],{"href":538,"rel":539},"https:\u002F\u002Fdocs.google.com\u002Fspreadsheets\u002Fd\u002F1cEl0anmMHZbrOxGAoWNHaZkFNf5EqzRp8lPvN3N8dN4\u002Fedit?usp=sharing",[282],"Google Sheet",". Feel free to reuse any of that or this article with attribution as described on the cover sheet of the workbook.",[271,543,544],{},"Looking forward to Early Access in October!",{"title":546,"searchDepth":547,"depth":547,"links":548},"",2,[549,550,551,552,553,554,555],{"id":291,"depth":547,"text":292},{"id":326,"depth":547,"text":327},{"id":343,"depth":547,"text":344},{"id":441,"depth":547,"text":442},{"id":478,"depth":547,"text":479},{"id":504,"depth":547,"text":505},{"id":524,"depth":547,"text":525},"md",{"src":103,"alt":104,"width":105,"height":106},true,{},{"title":98,"description":99},"insights\u002Fjuly-2023-prime-day-recap",[77,66],"XCqH-1ZzzGng_6K3jCXjc0j1Rxh_FBK3h9ne46xz-QU",{"left":252,"top":252,"width":253,"height":253,"rotate":252,"vFlip":49,"hFlip":49,"body":565},"\u003Cpath fill=\"currentColor\" d=\"M224 48H32a16 16 0 0 0-16 16v24a16 16 0 0 0 16 16v88a16 16 0 0 0 16 16h160a16 16 0 0 0 16-16v-88a16 16 0 0 0 16-16V64a16 16 0 0 0-16-16m-16 144H48v-88h160Zm16-104H32V64h192zM96 136a8 8 0 0 1 8-8h48a8 8 0 0 1 0 16h-48a8 8 0 0 1-8-8\"\u002F>",{"left":252,"top":252,"width":253,"height":253,"rotate":252,"vFlip":49,"hFlip":49,"body":567},"\u003Cpath fill=\"currentColor\" d=\"m181.66 133.66l-80 80a8 8 0 0 1-11.32-11.32L164.69 128L90.34 53.66a8 8 0 0 1 11.32-11.32l80 80a8 8 0 0 1 0 11.32\"\u002F>",1791465594363]