They are beholden with affiliate links. Which means their financial success depends on you buying through their websites.
At a minimum, that means you won't get to learn about smaller niche stores like JetPens.com (very good for stationary / high-quality pens), since such small stores don't have any affiliate links for Wirecutter to make money from.
As old and outdated as Consumer Reports is... they're clearly primarily driven through reader-contributions. There's a degree of independence through that methodology that affiliate links / advertisements / etc. etc. fails to replicate.
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Speaking of which: Jetpens.com, and other smaller niche online stores, do manage to solve the problem to some degree. Their blogposts about their products is certainly "shilling their store", but they review a wide enough variety of products that they've earned my trust. They aren't shilling for any particular company, they're simply shilling for their wares.
I guess smaller webstores really do have that advantage. As long as they have good and useful reviews on their blog ( https://www.jetpens.com/blog ), I'm going to be reading their posts and possibly buying their stuff. Yeah, its shilling their own website, but that's something that most people understand innately when they read the blog.
There's also a quality-level associated with the store brand: JetPens doesn't offer cheap or low-quality pens. You can pretty much buy stuff at random and get good stationary. Careful control of the store's inventory is clearly important to building a brand.
After all, if I wanted cheap stuff, I'd go to Amazon (or Walmart) instead. I'm going to JetPens because I feel like a premium quality pen or pencil.
At a minimum, that means you won't get to learn about smaller niche stores like JetPens.com (very good for stationary / high-quality pens), since such small stores don't have any affiliate links for Wirecutter to make money from.
As old and outdated as Consumer Reports is... they're clearly primarily driven through reader-contributions. There's a degree of independence through that methodology that affiliate links / advertisements / etc. etc. fails to replicate.
--------------
Speaking of which: Jetpens.com, and other smaller niche online stores, do manage to solve the problem to some degree. Their blogposts about their products is certainly "shilling their store", but they review a wide enough variety of products that they've earned my trust. They aren't shilling for any particular company, they're simply shilling for their wares.
I guess smaller webstores really do have that advantage. As long as they have good and useful reviews on their blog ( https://www.jetpens.com/blog ), I'm going to be reading their posts and possibly buying their stuff. Yeah, its shilling their own website, but that's something that most people understand innately when they read the blog.
There's also a quality-level associated with the store brand: JetPens doesn't offer cheap or low-quality pens. You can pretty much buy stuff at random and get good stationary. Careful control of the store's inventory is clearly important to building a brand.
After all, if I wanted cheap stuff, I'd go to Amazon (or Walmart) instead. I'm going to JetPens because I feel like a premium quality pen or pencil.