17 Amazon Affiliate Sites – Real World Examples & Traffic Stats

Looking for examples of Amazon Affiliate Sites? You’re in the right place!

Let’s look at some real examples of actual Amazon Associate sites. You’ll have a chance to get 1,000s of keywords that they rank for.

Disclaimer: I have sites out there and have lots of friends with sites so I’ve taken great care to NOT out anyones sites. I consider it a professional courtesy. 🙂 So, if one of your sites is listed here and you would like to have it removed, let me know.

See how to create an Amazon Affiliate Site using the Niche Site Process. (opens in a new window)

I’ve researched and scoured the web for sites that are public, meaning they have already been given as examples. Or the sites are large media companies rather than normal people like you and me.

Information about each site

I pulled information for each site to analyze what’s going on. Click here if you want over 15,000 keywords (about 1,000 keywords for each of the sites featured) – Just enter your email address and I’ll send them to you.

  • Founded: When was the website started. I looked up the Whois information.
  • Keywords Ranking in the 1-100: I checked the SEMRush report to see what keywords are ranking.
  • Number of estimated visitors: This data is just an estimate. I used the SEMRush Report and Similar Web for this stat. The estimated numbers of visitors varies A LOT. Take these numbers with a grain of salt. This post isn’t about the accuracy of the estimates or how SEMRush or Similar Web make the estimates. The estimates can give you a general idea about the scope and magnitude of the traffic, NOT the exact number.
  • Domain Authority: The MOZ statistic. It’s not my favorite metric, but it’s the standard even though the backlink index as MOZ is very much behind it’s competitors.
  • Trust Flow: The Majestic SEO statistic. I guess I don’t have a favorite metric, but some people really like the Majestic stats so I included it here.
  • Number of Indexed Pages: I used the advanced search query “site:” to see what is indexed in Google.
  • Avg Time On Site: SimilarWeb provides this stat and I’m not sure about the accuracy.
  • Pageviews Per Visitor: SimilarWeb provides this stat and I’m not sure about the accuracy.
  • Bounce Rate: SimilarWeb provides this stat and I’m not sure about the accuracy.

** If you have other things that you think would be helpful to cover, let me know in the comments at the bottom. For example, I’m thinking of doing a “video teardown” of each site where I can add my commentary about the site. **

Amazon Affiliate Site Examples

These are divided into 2 sections to illustrate how a niche site can grow. I’ll refer to them with the creative terms “Big” and “Small.”

Small Sites:
small-sitesThese are more traditional niche sites. They may still have lots of content, but a lot of times the site will only have a few dozen pages. The small sites are most likely owned and operated by one person. The person may have a portfolio of sites like Rob Atkinson or Dave Fox.

They don’t have to be the “small, micro-niche sites” that you heard about from 2009 – they can have hundreds of pages. The can also be what some people call “Authority Sites.” So called “authority sites” are really just niche sites that have grown up – more content, more authority, and ongoing improvements.

These sites are normally monetized through Amazon solely. Sometimes it’s an authority site that sells it’s own products primarily, and they also have products refer visitors to Amazon to purchase.

Most people are interested in the smaller more traditional, niche sites. They are more approachable and can give you a great idea about what these sites look like. If you already established a profitable niche site, then the “Big Sites” should be inspirational to you.

Big Sites

big-sitesSome of the big sites are staggeringly HUGE. Many of the sites are mostly monetized through Amazon Associates, but they might also have other affiliate offers. For example, Home Depot or NewEgg have affiliate programs that these sites can work with. Several of the sites listed are going to be making profits in the multiple SEVEN FIGURES and more. It sounds like a crazy claim, but when see some of the sites and understand the size, scope, and the staff that supports the sites, you’ll agree.

These are essentially media companies. They have big, significant staff – staff writers, editors, directors, HR departments – and they are big ass companies. With a budget, you could grow a smaller site into a big site fast. But as you’ll see in the examples, you’ll need to have the skills to hire and manage a team. The big sites were founded by people that worked in the media industry – they’re Professionals and know exactly what they are doing.

Let’s get to the Amazon Affiliate Examples…

Small Amazon Affiliate Sites

small-sites


Car Seat Answers  – carseatanswers.com

  • Founded: June 2013
  • Keywords Ranking in the 1-100: 4,941
  • Number of Estimated Visitors Monthly:
    • SEMRush: 4,600
    • SimilarWeb: 16,300carseatanswers_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 13
  • Trust Flow: 4
  • Number of Indexed Pages: 47 results
  • Avg Time On Site (SimilarWeb): 00:01:19
  • Pageviews Per Visitor (SimilarWeb): 2.45
  • Bounce Rate (SimilarWeb): 27.94%


Overview and Traffic

Traffic is estimated to be 4,600 to 16,300 per month. That’s a pretty big range.

CSA ranks for 4,941 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a clean theme and it’s simple. I like it a lot since it shows off the products and demonstrates the creator didn’t complicate choosing a theme.

Do they use a Persona?

Yes, but it is a weak about page. It states the site was created by a “stay at home dad with 2 daughters.” It may be true, but a reader of the site won’t develop any emotional attachment to that. It adds a touch of credibility, but not much. I’d add an image of the family to make it all more believable.

Visitor Engagement?

SimilarWeb tells us that visitors go to just under 2.5 pages per visit and spend about 1:19 minutes there. The bounce rate is really low indicating that users are looking for more information on the site. Great engagement overall.


Thank Your Skin  – www.thankyourskin.com

  • Founded: August 2014
  • Keywords Ranking in the 1-100: 25,346
  • Number of Estimated Visitors Monthly:
    • SEMRush: 29,700
    • SimilarWeb: 295,900thankyourskin
  • Domain Authority: 28
  • Trust Flow: 14
  • Number of Indexed Pages: 177 results
  • Avg Time On Site (SimilarWeb): 00:00:40
  • Pageviews Per Visitor (SimilarWeb): 1.32
  • Bounce Rate (SimilarWeb): 84.21%


Overview and Traffic

This site was created by Tung Tran as a case study. Thanks to Tung for letting me feature the site on this list. You can get all the updates at Cloud Living, the latest one is here. The cool part is that we can see the real stats and see how they compare to SEM Rush and Similar Web.

Even more interesting is that we can see the earnings for the site. The gross revenue for the site was:

  • July: $2,790.56
  • August: $3,291.10
  • September: $5,259.53
  • July: $2,790.56
  • August: $3,291.10
  • September: $5,259.53
  • September: $5,259.53

You’ll notice that the domain was originated in August 2014 but it looks like there wasn’t any traffic until about one year later. Tung mentions in his updates that he started the project, but didn’t follow through and stopped working on it. Lucky for us he started working on it again.

Traffic is estimated to be 29,700 to 295,900 per month. That’s a pretty HUGE range. The actual traffic in September of 2016 is 156,804 sessions by 134,517.

The bounce rate is 78.85% as reported on Google Analytics and the session duration is 1:10. So the REAL stats are much better than what Similar Web reports.

TYS ranks for 25,346 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a clean theme from Thrive Themes. I like it a lot since it shows off the products and demonstrates the creator didn’t complicate choosing a theme.

Do they use a Persona?

No. The About page mentions they will have 3 weekly updates and they’re dedicated to skin care. Personally, I think having a picture of the founder – even a stock image lends to a more trust worthy site. BUT Tung knows what he’s doing and the traffic is coming to the site and converting.

Visitor Engagement?

There is good visitor engagement overall. I’d like to see visitors stay on the site longer, but maybe they are just moving over to Amazon quickly.


Kitchen Faucet Divas – www.kitchenfaucetdivas.com

  • Founded: May 2013
  • Keywords Ranking in the 1-100: 1,325
  • Number of Estimated Visitors Monthly:
    • SEMRush: 1,200
    • SimilarWeb: 13,900kitchenfaucetdivas_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 16
  • Trust Flow: 0
  • Number of Indexed Pages: 63 results
  • Avg Time On Site (SimilarWeb): 00:01:21
  • Pageviews Per Visitor (SimilarWeb): 2.0
  • Bounce Rate (SimilarWeb): 50.9%


Overview and Traffic

Traffic is estimated to be 1,200 to 13,900 per month. It’s strange that the TF is 0 and the DA is very low, too, at 16.

KFD ranks for 1,325 keywords which is one of the lowest totals on this list. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use an older theme that reminds me of the days when I had more hair, like 2009. (Not much more hair, but more.) The header image looks like it was created by a low grade Fiverr contractor. So, I’d say the site is due for a redesign from an aesthetic point of view. (Compare KFD to CSA from above…)

BUT sometimes a basic and dated design will convert better. You never know until you test it out. The site may look like it does because conversions or high. Or, the owner might just be lazy – We’ll never know.

Do they use a Persona?

Yes, but it’s weak like the last one. This time it’s a mother of two that likes to cook. Again, it’s slightly credible and adding an image would go a long way.

Visitor Engagement?

SimilarWeb tells us that visitors go to 2 pages per visit and the bounce rate is great at about 50%.


Live Longer Running – www.livelongerrunning.com

  • Founded: Sept 2013
  • Keywords Ranking in the 1-100: 963
  • Number of Estimated Visitors Monthly:
    • SEMRush: 1,000
    • SimilarWeb: 8,600livelongerrunning_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 18
  • Trust Flow: 0
  • Number of Indexed Pages: 25
  • Avg Time On Site (SimilarWeb): 00:00:50
  • Pageviews Per Visitor (SimilarWeb): 1.83
  • Bounce Rate (SimilarWeb): 60.79%


Overview and Traffic

Traffic is estimated to be 1,000 to 8,600 per month.

LLR ranks for 963 keywords – another low overall count. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a clean theme that looks modern and simple. It’s oriented towards reviews and the site features a left hand sidebar with star ratings. The images seem to be broken on many of the pages. The reviews are very short overall and that’s probably why LLR ranks for so few keywords.

Do they use a Persona?

No, the site doesn’t even have an about page. It’s too bad since runners would usually look for some credible sources. I run myself and like to hear about what other runners are into. I would definitely add an about page with definitive running credentials.

Visitor Engagement?

SimilarWeb tells us that visitors go to almost 2 pages per visit and only spend about 50 seconds on the site. However, the bounce rate is good overall.


Pick My Shaver – pickmyshaver.com

  • Founded: Sept 2013
  • Keywords Ranking in the 1-100: 6,472
  • Number of Estimated Visitors Monthly:
    • SEMRush: 4,200
    • SimilarWeb: 57,000pickmyshaver_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 18
  • Trust Flow: 13
  • Number of Indexed Pages: 63
  • Avg Time On Site (SimilarWeb): 00:01:04
  • Pageviews Per Visitor (SimilarWeb): 1.72
  • Bounce Rate (SimilarWeb): 38.20%


Overview and Traffic

Traffic is estimated to be 4,200 to 57,000 per month.

PMS ranks for 6,472 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

The theme is clean, modern, and showcases the images well. I like the homepage design for a niche site.

Do they use a Persona?

No. The about page refers to a team of people that are into shavers. I’ve mentioned it a few times already: adding an image of a person makes the site seem more credible.

Visitor Engagement?

SimilarWeb tells us that visitors go to under 2 pages per visit and only spend about 1 minute there. The bounce rate is excellent at under 40%.


Luxury Shaves – luxuryshaves.com

  • Founded: Feb 2013
  • Keywords Ranking in the 1-100: 4,229
  • Number of Estimated Visitors Monthly:
    • SEMRush: 3,100
    • SimilarWeb: 20,200luxuryshaves_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 41
  • Trust Flow: 6
  • Number of Indexed Pages:
  • Avg Time On Site (SimilarWeb): 00:01:05
  • Pageviews Per Visitor (SimilarWeb): 1.93
  • Bounce Rate (SimilarWeb): 46.57%


Overview and Traffic

This site was sold for $25,000 recently and was covered in the success story with Dom Wells. If you take a look at the backlink profile, you’ll notice that there are a LOT of gray hat (i.e. spammy) backlinks.

Traffic is estimated to be 3,100 to 20,200 per month.

LS ranks for 4,229 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

Do they use a Persona?

Yes, the site still has Dom as the creator even though he sold it.

Visitor Engagement?

SimilarWeb tells us that visitors go to just under 2 pages per visit. And spend about 1 minute on the site.


100 Days of Real Food – www.100daysofrealfood.com

  • Founded: May 2010
  • Keywords Ranking in the 1-100: 99,996
  • Number of Estimated Visitors Monthly:
    • SEMRush: 161,000
    • SimilarWeb: 827,900100daysofrealfood_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 64
  • Trust Flow: 32
  • Number of Indexed Pages: About 1,180 results
  • Avg Time On Site (SimilarWeb): 00:01:23
  • Pageviews Per Visitor (SimilarWeb): 1.53
  • Bounce Rate (SimilarWeb): 75.23%


Overview and Traffic

This site is really a food and personal blog that’s grown up. It’s been around for a long time in internet years. There is some monetization with Amazon, but it’s more of a blog than most of the other sites on this list. That said, check out the cool “shopping” section of the site.

Traffic is estimated to be 161k to 827k per month. I would not be surprised if they have 1M + visitors per month if you consider social traffic. She has about 1.2M Facebook fans.

100 Days ranks for 99,996 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a great interface or theme that looks to be proprietary. It looks clean and customized. There is a tabbed interface that delivers a large amount of data – everything you’d want to know about a product.

Do they use a Persona?

Yes, and if you want to see the gold standard for an About page, then study this one.

Visitor Engagement?

SimilarWeb tells us that visitors go to over 1.5 pages per visit and only spend about 1:23 minutes on the site. I suspect that’s due to the food blog aspect where people check out a recipe and then bounce.

BIG Amazon Affiliate Sites

big-sitesThe big take aways on these sites is that they’ve been around for awhile overall, some more than 5 years. Keep that in mind when you look at the traffic stats and the amount of content. If you have years of work dedicated to a site and a team working on it, you can imagine that you’ll have a beast on your hands.


Baby Gear Lab – babygearlab.com

  • Founded: Feb 2010
  • Keywords Ranking in the 1-100: 72,513
  • Number of Estimated Visitors Monthly:
    • SEMRush: 283,000
    • SimilarWeb: 502,800babygearlab_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 39
  • Trust Flow: 32
  • Number of Indexed Pages:
  • Avg Time On Site (SimilarWeb): 00:02:31
  • Pageviews Per Visitor (SimilarWeb): 2.24
  • Bounce Rate (SimilarWeb): 61.21%


Overview and Traffic

This site gets a staggering amount of traffic, estimated to be 283k to 500k per month. I would not be surprised if they have 1M + visitors per month if you consider social traffic.

BGL ranks for 72,513 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a great interface or theme that looks to be proprietary. It looks clean and customized. There is a tabbed interface that delivers a large amount of data – everything you’d want to know about a product.

Do they use a Persona?

Yes, the site was founded by Juliet Spurrier, MD, the “Mom-in-Chief”. That’s great to build up goodwill towards the site. If you read the about page, you’ll enjoy some excellent copywriting that tells you you’re in the right place. If you’re looking for a great about page for your site, look at this page.

Visitor Engagement?

SimilarWeb tells us that visitors go to over 2 pages per visit. That’s outstanding! They also spend about 2 minutes and 30 seconds on the site. I’m a little surprised the bounce rate is at 61% since most users check out more than 2 pages.


Dog Food Advisor – www.dogfoodadvisor.com

  • Founded: July 2008
  • Keywords Ranking in the 1-100: 89,672
  • Number of Estimated Visitors Monthly:
    • SEMRush: 469,000
    • SimilarWeb: 1,300,000dogfoodadvisor_com_-_organic_search_positions_%f0%9f%94%8a-amazon-affiliate-site-example
  • Domain Authority: 61
  • Trust Flow: 17
  • Number of Indexed Pages: About 8,100 results
  • Avg Time On Site (SimilarWeb): 00:03:37
  • Pageviews Per Visitor (SimilarWeb): 3.71
  • Bounce Rate (SimilarWeb): 55.45%


Overview and Traffic

Traffic is estimated to be 469k to 1.3M per month. I would not be surprised if they have 1.5M ++ visitors per month.

DFA ranks for 89,672 keywords in the top 100. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

DFA has a simple and clean interface. It’s a great example of a straightforward theme with a no-frills homepage. It’s just some text links and that’s it. They have an image of a puppy – CUTE! But they didn’t waste time or resources on trying to make a fancy landing page.

They do have an active blog that publishes often.

Do they use a Persona?

Yes, the site was founded by Mike Sagman (another doctor, dentist), the Managing editor. The about page is another great example of how to write a great about page.

Mike also reveals the team working on the site:

  • two dedicated research assistants
  • an experienced social media admin
  • one extraordinarily knowledgeable veterinarian

Visitor Engagement?

SimilarWeb tells us that visitors go to almost 4 pages per visit. That’s outstanding! They also spend about 3 minutes and 30 seconds on the site. That makes sense since a visitor is looking to buy dog food.


Outdoor Gear Lab – outdoorgearlab.com

  • Founded: Feb 2010
  • Keywords Ranking in the 1-100: 190,529
  • Number of Estimated Visitors Monthly:
    • SEMRush: 524,000
    • SimilarWeb: 2,500,000outdoorgearlab_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 48
  • Trust Flow: 30
  • Number of Indexed Pages: About 3,520 results
  • Avg Time On Site (SimilarWeb): 00:03:36
  • Pageviews Per Visitor (SimilarWeb): 3.87
  • Bounce Rate (SimilarWeb): 47.15%

Overview and Traffic

You’ll notice that the name is really similar to the Baby site. Well, the sites are owned by the same people.

Traffic is estimated to be 524k to 2.5M per month. That’s a HUGE range, but in any case that’s a whole lot of traffic.

OGL ranks for 190,529 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a great interface or theme that is exactly the same as the Baby Gear Lab site.

Do they use a Persona?

Yes, this one is super similar to the Baby Gear Lab. Chris McNamara is the Founder and Editor-in-Chief. He’s a climber and outdoorsman so that builds a lot of credibility for the site overall.

Visitor Engagement?

SimilarWeb tells us that visitors go to over 3.75 pages per visit which is a lot. But “outdoor people” are obsessive and they love gear. I know this because I am one! If you start checking out one product, you’ll see another interesting product and so on… And, people spend a decent amount of time on the site. All that leads to a bounce rate under 50%.


The Wirecutter – thewirecutter.com

  • Founded: Sept 2011
  • Keywords Ranking in the 1-100: 580,682
  • Number of Estimated Visitors Monthly:
    • SEMRush: 1,000,000
    • SimilarWeb: 10,300,000thewirecutter_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 69
  • Trust Flow: 37
  • Number of Indexed Pages: About 1,250 results
  • Avg Time On Site (SimilarWeb): 00:01:34
  • Pageviews Per Visitor (SimilarWeb): 1.75
  • Bounce Rate (SimilarWeb): 64.25%

Overview and Traffic

The Wirecutter was created by Brian Lam, the former Editorial director at Gizmodo. Gizmodo is a big tech blog and is owned by Gawker Media so Brian is no stranger to publishing great content. You can see this site focuses on home items and you can see the long form content.

Traffic is estimated to be 1M to 10.3M per month. Again we have a massive range, 10x in this case. For our purposes, it doesn’t matter much since they get so much traffic.

TWC ranks for 580,682 keywords. I don’t think I have that many words on my sites! Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a simple theme and have a mostly text-based homepage. The key thing that The Wirecutter has going on is the very thorough and high quality reviews. The reviews are written by experts in the field, whatever field that might be, and they even explain why they are qualified in each post. Great credibility.

Do they use a Persona?

No. They have a great about page for a review site though. It’s framed around actually reviewing and testing the products. Again, this adds credibility just like have real, actual experts review the products.

Visitor Engagement?

SimilarWeb tells us that visitors go to less 2 pages per visit. So, you can see the difference in TWC versus Outdoor Gear Lab. The products are less targeted so maybe visitors are more interested in buying something specific, not window shopping. The reviews are generally long and visitors are skimming a lot because the average time on the site is about 90 seconds.


The Sweet Home – thesweethome.com

  • Founded: March 2010
  • Keywords Ranking in the 1-100: 340,948
  • Number of Estimated Visitors Monthly:
    • SEMRush: 631,000
    • SimilarWeb: 3,300,00thesweethome_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 55
  • Trust Flow: 28
  • Number of Indexed Pages: About 702 results
  • Avg Time On Site (SimilarWeb): 00:01:57
  • Pageviews Per Visitor (SimilarWeb): 1.92
  • Bounce Rate (SimilarWeb): 64.23%

Overview and Traffic

The Sweet Home was created by Brian Lam after the Wirecutter. BUT if you look at the Whois Dates and information, it looks like the dates don’t line up. The Sweet Home is the exact same model overall and gets millions of visits.

Traffic is estimated to be 631k to 3.3M per month. I would not be surprised if they have 5M + visitors per month if you consider social traffic.

TSH ranks for 340,948 keywords. So it’s not as big as The Wirecutter so it seems as though Brian and team did start it after The Wirecutter as the Lifehacker article explains. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

Do they use a Persona?

No. It’s the same “about us” layout as The Wirecutter. Expert reviews by people that actually tested the products.

Visitor Engagement?

Overall the engagement is a slightly higher that The Wirecutter, if we are only looking at the raw stats. SimilarWeb tells us that visitors go to just under 2 pages per visit in just under 2 minutes.


ThisIsWhyImBroke – thisiswhyimbroke.com

  • Founded: May 2011
  • Keywords Ranking in the 1-100: 171,359
  • Number of Estimated Visitors Monthly:
    • SEMRush: 351,000
    • SimilarWeb: 2,900,000thisiswhyimbroke_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 55
  • Trust Flow: 23
  • Number of Indexed Pages: About 27,800 results
  • Avg Time On Site (SimilarWeb): 00:02:00
  • Pageviews Per Visitor (SimilarWeb): 2.34
  • Bounce Rate (SimilarWeb): 66.81%

Overview and Traffic

This is a creative take on the affiliate model. It’s a bunch of cool stuff with images and a short description. Then, it sends you to the product page via an affiliate link. Simple and light on the content. It’s the polar opposite of Baby Gear Lab, Outdoor Gear Lab, The Wirecutter, & The Sweet Home, which all feature long form content.

The site has been featured all over the place, including the New York Times and Time’s Top 50 Sites 2014. Note that the site was founded in 2011 and it took a few years to get all the recognition.

Traffic is estimated to be 351k to 2.9M per month. I expect the site gets much more traffic from social channels. This site is ultra sharable.

The site ranks for 171,359 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a great interface or theme that features an endless scroll. If you start looking, you’ll keep looking until you realize you’re wasting your time.

Do they use a Persona?

No, but they present a team on the homepage. The site was founded by Adam Freedman and he has 3 other people and one dog working with him.

Visitor Engagement?

SimilarWeb tells us that visitors go to over 2 pages per visit and spend about 2 minutes on the site.


Gear Patrol – gearpatrol.com

  • Founded: March 2007
  • Keywords Ranking in the 1-100: 402,182
  • Number of Estimated Visitors Monthly:
    • SEMRush: 470,000
    • SimilarWeb: 3,800,000

gearpatrol_com_-_organic_search_positions-amazon-affiliate-site-exampleDomain Authority: 66

  • Trust Flow: 51
  • Number of Indexed Pages: About 28,900 results
  • Avg Time On Site (SimilarWeb): 00:01:57
  • Pageviews Per Visitor (SimilarWeb): 2.18
  • Bounce Rate (SimilarWeb): 56.27%

Overview and Traffic

Traffic is estimated to be 470k to 3.8M per month. Gear Patrol actually provides this information so that advertisers have an idea about the reach that Gear Patrol has.

  • Founded 2007
  • AUDIENCE
  • Uniques Visitors 1,900,000
  • Pageviews 6,000,000
  • Facebook 110,000
  • Twitter 43,500
  • Instagram 53,000

Check out the Buying Guides. As you imagine, you’ll have many products listed and all sorts of information about buying those products.

GP ranks for 402,182 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a very clean and slick looking theme.

Do they use a Persona?

No. This is a straight up media company. The about page has a short video and the charter idea is this:

“Gear Patrol is an award-winning digital, social and print publication that reaches nearly two million young, affluent men seeking inspiration for a life well lived.”

Visitor Engagement?

SimilarWeb tells us that visitors go to just over 2 pages per visit and spend just under 2 minutes on the site.


Best Reviews – bestreviews.com

  • Founded: Jan 2003
  • Keywords Ranking in the 1-100: 168,715
  • Number of Estimated Visitors Monthly:
    • SEMRush: 108,000
    • SimilarWeb: 3,500,000bestreviews_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 52
  • Trust Flow: 21
  • Number of Indexed Pages: About 337 results
  • Avg Time On Site (SimilarWeb): 00:00:56
  • Pageviews Per Visitor (SimilarWeb): 1.7
  • Bounce Rate (SimilarWeb): 62.55%

Overview and Traffic

Traffic is estimated to be 108k to 3.5M per month. I expect that traffic would be on the high end given the fact that Best Reviews runs a lot of Google Ads.

BGL ranks for 72,513 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

They use a very clean theme that focuses on content. Just like The Sweet Home and The Wirecutter, the reviews are serious. Every review is thorough and they team (yes, TEAM) that worked on the review is listed at the end of the review.

Do they use a Persona?

No. They state their mission as:

“To arm consumers with clarity and confidence to simplify their purchasing decisions.”

They explain the expert reviews and even showcase testers in white lab coats. If that doesn’t add credibility, then I don’t know what does! Just to make sure, they have a listing of 20 BIG news outlets that they’ve been featured on at the end of the About Us page.

Visitor Engagement?

SimilarWeb tells us that visitors go to about 1.7 pages per visit and spend less than a minute there. That’s on the short side and maybe that’s due to the traffic coming to the site via ads.


Top Ten Reviews – www.toptenreviews.com

  • Founded: June 2003
  • Keywords Ranking in the 1-100: 1,264,053
  • Number of Estimated Visitors Monthly:
    • SEMRush: 2,100,000
    • SimilarWeb: 16,400,000toptenreviews_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 84
  • Trust Flow: 62
  • Number of Indexed Pages: About 28,200 results
  • Avg Time On Site (SimilarWeb): 00:01:46
  • Pageviews Per Visitor (SimilarWeb): 2.15
  • Bounce Rate (SimilarWeb): 57.95%

Overview and Traffic

Traffic levels are very high to say the least, but the estimates are varying. Traffic is estimated to be 2.1M to 16.4M per month. I would not be surprised if they have 20M + visitors per month if you consider social traffic.

Top Ten Reviews ranks for 1,264,053 keywords. Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

Do they use a Persona?

No! This site is owned by a big media company called Purch that has 350 employees. They have many, many other brands in the conglomerate and you can see them here. It’s the kind of company that has a CEO, CFO, CTO, etc… and it’s not some bullshit title.

But they do have a rigorous testing and review process. It’s impressive overall and like many of the other top sites, Top Ten Reviews does hands on testing.

Visitor Engagement?

SimilarWeb tells us that visitors go to over 2 pages per visit, spending under 2 minutes total.


Tom’s Hardware – tomshardware.com

  • Founded: Sept 1997
  • Keywords Ranking in the 1-100: 1,657,024
  • Number of Estimated Visitors Monthly:
    • SEMRush: 1,400,000
    • SimilarWeb: 63,900,000 (What??!)tomshardware_com_-_organic_search_positions-amazon-affiliate-site-example
  • Domain Authority: 88
  • Trust Flow: 72
  • Number of Indexed Pages: About 1,590,000 results
  • Avg Time On Site (SimilarWeb): 00:02:34
  • Pageviews Per Visitor (SimilarWeb): 2.89
  • Bounce Rate (SimilarWeb): 58.31%

Overview and Traffic

The site was started in 1997, which is crazy to think about. I used to visit Tom’s back in the day when I used to build my own PCs. That’s pre-2007 when I moved over to Macs.

Okay, the traffic estimates are staggeringly wide and I have no idea how much traffic they get. But given the fact they rank for so many keywords and have over 1.5M pages indexed, I’d say the 64M visitors a month is a closer estimate.

Tom’s Hardware ranks for 1,657,024 keywords. That’s absolutely amazing! Check out 1,000+ keywords the site ranks for here. (Just enter your email address & you’ll get the reports/CSV.)

There is a forum with 2.1M members so that accounts for the huge amount of content. You can imagine the great long tail keywords that come out of a forum – and the content is written in the exact words of people searching for information.

Do they use a Persona?

Not really, even though “Tom” is a real person. The site is also owned by Purch like Top Ten Reviews, but this Tom’s was someone’s blog. Here is an excerpt from the About Us page:

Tom’s Hardware has its name and roots in Dr. Thomas Pabst, who was one of the first people to bring technology journalism to the internet, as early as 1996.

Back in these early days, the site was still called “Tom’s Hardware and Performance Guide” and its domain was sysdoc.pair.com — pair.com being a Pittsburgh-based hosting company. Today’s domain, tomshardware.com, was added on September 11, 1997, followed by additional language versions over time, including German, Japanese, Polish, French, Chinese, Italian, Turkish and others — some operated by Tom’s Guides Publishing, Inc., and others based on franchise agreements.

Visitor Engagement?

SimilarWeb tells us that visitors go to just under 3 pages per visit. The thing is there is a forum with over 2M members so the engagement is high even if most of the people aren’t active in the forums.


Thanks & References

Thanks to Will at One Man’s Brand and Lewis at Cloud Income for some of the inspiration for this post. Pixel’s Marketers Post had some good examples.

And if you missed it, you can get about 15,000 keywords here. Click here. That’s over 1000 keywords per site on this page.

Check out my YouTube Channel for tutorials and demos.


Subscribe on YouTube here.
29 comments… add one
  • A “Persona” refers to a fake identity. Most of the websites you mentioned using a Persona are actually real people with real identities so not “Persona”.
    Slightly confusing.
    Other than that, great article.

    • Ferzy, good point! I will make changes around that in the future.

      What do you think would be clearer and more accurate?

  • Nice list Doug, some I have heard of, mostly the large sites but some of those smaller ones are interesting. The growth of luxuryshaves.com is impressive.

    – Lewis

    • Thanks, Lewis! The large sites were interesting to look at. It’s like you see the sites in the SERPs but don’t look further.

      Turns out it’s silly to compete with a big ass site that has a big ass team – at least it’s silly to try to beat them at “their own game,” like by trying to write better than professional writers that have the products in their hands.

      Maybe it’s better to do better SEO and keyword research (which is exactly what we do…).

  • Nice Niche Site Examples.. I think those small ones could be a decent size as 50-100 post as a Niche Authority Site.. I’m growing some into bigger authority ones as it helps me to focus and knock down my ideas and energy.

    Thanks for all great examples..

  • Freya Osborne

    WOW! Great Collections.Specially, The Wire Cutter And The Sweet Home is my most favorite.

    Thanks for sharing an awesome resource.

  • Great article Doug! Being able to see real life affiliate sites definitely helps when building sites. Gives you an idea of how to arrange things and what not.

    I noticed that the bigger affiliate sites have been around for quite some time. Just goes to show that building a profitable niche site can’t be an overnight thing. Gotta work hard at it!

    Cheers,

    David

  • Did I hear that Wirecutter was bought out by NYT or something? Imagine building an Amazon affiliate site and having a big time media pub company call you and say “We’d like to make you an offer”? Wow

  • David

    Those are one of my list of websites that I go to visit before crafting my post for my niche websites 🙂
    Thanks

  • TheWireCutter grew up very fast. A Similar website BestProducts.com is also good example for big affiliate website. Thanks for giving such detailed overview of Amazon niche websites.

  • Hi Doug,

    You know what i started my affiliate site after reading this article and in very short time my keywords are also performing well, hope to see them on first page soon.

    Thanks

  • Getting an idea with your article to start my own amazon affiliate website.
    Thanks for these examples

  • Hey Doug,
    First of all, this site is so awesome 🙂 Good job with it (open that waiting list – I want to take your course ;)).

    Secondly, thanks for the mention! I badly need to rework Pixelmarketers to a higher standard. But I have put all my work into my niche sites and not much to PM lately.

    Thanks,
    Robin

    PS
    Damn you for making a better list than I did 😛 Now I have to go back and improve it^^

    • Hey Robin, thanks for stopping by. I tried to make one of the best resources out for the topic.
      cheers!

  • Hi Doug,
    Did you know that I got a lot of idea from your article? Thanks for sharing this. I’m gonna apply techniques on my site.
    Thanks!

  • It is great to meet you Doug. I like your style. Doug I am a very simple person. I am not looking to make a great deal of money, just some to supplement my retirement income. I have become involved with Wealthy Affiliate which I feel is a very good training site. But I find any training they provide I can also find on google. My major problem is that I get wrapped up in the social network where I have done very well with ranking, but there is no monetary advantage to this. I have begun to dig into your training and I am wondering this. We use WP at WA. I am only interested in building a decent amazon business. I spend $49 dollars a month for WA with the training. This includes being able to produce 25 website. Would I be better off hosting elsewhere and build my sites? I know I can make this work. I just need to find the right formula. I know you are a busy person so I am hoping that you will take the time to point me in the right direction.

    • Great to meet you, Stephen.
      Yes, go to your own hosting account. 25 sites is a nice selling point, but really you only need one or two that are profitable.

      You can get hosting yourself for $5/month or less…so the Wealthy Affiliate model is great for the owners but not much for the students and clients. I don’t know much about WA, but many people have asked me that exact question!

  • Christopher Eller

    How can people like me, in Colorado, make money with Amazon sites?

    Colorado and a handful of other states are not accepted as Amazon Affiliates.

    Chris

  • Oh, this is a great review, just opened my eyes to some things. It turns out that you can monetize a site where the trust flow is zero. And this is not a failure or a mistake. All the rest is also very interesting.

  • I’m in the process of putting together my first affiliate site and now I know what to go for. Thanks

  • Luke

    Hi Doug, I found your analysis so helpful. Thank you.
    If you ever do this type of review again can you please include my site mrwatergeek.com? I would be more than happy to provide figures, stats etc.
    Thanks again,
    Luke

  • Hi Doug,
    You did the great job. it’s not easy task to find all of those site and write down stat of all Amazon Sites. Few days back I also started on amazon site but it’s not easy to start a micro niche affiliate site because you need to work from zero level. All Example are inspiring me to do work on my affiliate site.. 🙂

  • This is a good list and very helpful. Certainly have gleaned a few ideas. Thanks! Also just want to say that stick with ‘persona’. It doesn’t necessarily mean a fake. It just means the public presentation of your character. Sometimes personas can be fake and sometimes they can be the real thing. 🙂

  • Brad

    Thanks for the great info and many examples. If a picture is worth 1000 words, 17 excellent examples are worth gazillions!! BTW, your use of “persona” was 100% correct. While a persona can be fake or deceptive (eg, “she adopted a meek persona every time he was around, but in reality, she was anything but…”), but it in no way implies that person behind it is not real. The more general meaning of the term is any character or personality presented outwardly, as to an audience or the public, and that is precisely how you used the word here.

  • ASSELA

    thanks for share this valuable info. for free. you are a hero now” most people can’t take this action, but you did thumbs up” 🙂

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