There's a trend in modern SEO to essentially manufacturer things like jetpen's blogs. Amazon is actually already doing this by giving "Editorial recommendations

There's a trend in modern SEO to essentially manufacturer things like jetpen's blogs. Amazon is actually already doing this by giving "Editorial recommendations". Other sites have ideas pages. I'd wonder if Amazon is paying Wirecutter for those to appear on the site. Google gives higher priority to information that could be helpful, so now you'll see things like that or larger explanations of what the category is as text on the page. Wirecutter could literally just be thought of an SEO expense. The aggressive thing Amazon does for SEO is that affiliate program. It's robust and it makes it harder for smaller stores to compete unless they're super specialized. I work for a very large online retailer that doesn't have one, and despite being a more niche retailer we're still being killed by Amazon in the categories we specialize in.