Affiliate Links, Commerce Writing, and Why It's Hard to Trust a Gear Review
A gear writer explains gear reviews and commerce articles, why everything links to REI and Amazon, and how to tell if you can trust what you read.
I’ve gotten a lot of questions recently asking how to tell if a gear review is trustworthy—a reasonable inquiry considering it influences how we shop. The short answer is, if you’re skeptical of gear reviews and roundups, you have a good reason to be.
This is my long-winded explainer on the structure and strategy behind many Top 10, Best Of, and egregious affiliate-grab roundups that plague every corner of the internet. At the bottom I’ve listed some TL;DR tips for being a savvier consumer, plus some sites that do the most honest testing and reviewing.
First! Why Should You Trust *Me?*
I’ve been testing gear and writing in the outdoor industry since 2012. My seasonal focus includes backpacking, trail running, biking, several types of skiing, climbing, and hunting. I’ve tested tents, sleep systems, stoves, electronics, skis, bikes, packs, kayaks, shoes, and every apparel category under the sun. I keep a spreadsheet that includes notes on performance, durability, testing conditions, and intended use. I typically receive between 3-5 pieces of gear each week, and I don’t promise coverage. If I don’t like something, I won’t write it up. I also turn down sponsorships, paid promotions, and ambassador-type stuff, since that would create pressure towards a bias.
My current outlets include Outside, Lonely Planet, Backpacker, the Strategist, Popular Mechanics, Runner’s World, and Bicycling, and I was formerly with niche outdoor sites like The Trek, Section Hiker, Garage Grown Gear, Backpacking Light, and more I can’t remember. I rarely choose my topics or assignments, but I’m constantly testing gear and apparel in case I get assigned stuff like running tights, winter camping gear, or cross-country ski gear.
Websites Makes Money from Affiliate Links
Gone are the days when websites could pay the bills with banner ads and paywalls. These days, most money comes from affiliate kickbacks. A third-party affiliate link is a special code that registers when you click on a product in an article. This means that if you click to the product page from the review and buy something within a certain window of time, the origin site gets a kickback from your purchase.
I became familiar with affiliate programs when I was managing editor at the Trek. When my boss realized how much money he could make through affiliate links, gear articles became the bulk of my work. Five years later, it’s completely taken over internet commerce and gear writing.
Since not all companies have affiliate programs and outlets prefer writers link to affiliate items, readers are often getting a fraction of what’s on the market, often limited to gear from major retailers like Amazon, REI, Backcountry, and even Wal-Mart.
I searched “best backpacking packs” as an example for this post. Outdoor listicle behemoth Switchback Travel had the first result.
Switchback’s callouts are pasted below. Most people with significant backpacking experience probably wouldn’t totally agree with their top picks. The callouts eliminate cottage-brand packs, and while there are a few listed in the full article, the highlights are all predictably available at REI, which has a high affiliate potential.
At bottom of the picture^^ you can see the Avantlink URL for the Osprey Atmos. This means Switchback has a code linking to REI’s product page through Avantlink, the affiliate program. Simply put, if you end up buying something from REI after clicking this link, Switchback gets a percentage of your purchase amount.
The full article lists 20 packs, including just one each from ULA, Gossamer Gear, and ZPacks. They have three from Osprey and Gregory, and two from REI’s house label. These are all fine packs, but it would be hard for a new backpacker to know anything exists aside from REI’s in-stock items.
The breakdown in their piece tracks with my own experience. Most editors allow a certain percentage of items from smaller, non-affiliate brands, but I have clients that specifically request 70% of my listings be available from Amazon, WalMart, or REI.
REI consistently lands at the top of affiliate results, along with Amazon and Backcountry. At the Trek I was encouraged to link to REI first, Amazon second, and Backcountry third. Some smaller brands use other affiliate sites or have their own programs, but it’s harder to get gear placed.
Affiliate links make it almost impossible for sites to be unbiased. They don’t make much (or any) money from cottage-industry items, which eliminates most small retailers and brands from priority inclusion. So you’re not getting the actual best available options, you’re getting a sample set of gear that will make money for the site.
Did the Writer Actually Test The Gear?
This depends on the site and category. The top results in my backpack search came from well-established outdoor sites with experienced writers. Switchback, Clever Hiker, and OutdoorGearLab have good reputations, and I know that at least OutdoorGearLab actually tests the gear.
Less reliable articles come from sites that don’t specialize in the category, but still want clicks for that search term. This piece from Self includes top-selling packs from REI, Amazon, and Moosejaw. Aside from one ULA pack, these all come from big-box stores and can be easily found listed as “best packs” with a basic Google search. The writer might have category knowledge, but we can assume they haven’t tried all of these packs, and at least some of their info came from internet specs.
These articles make it pretty easy to tell if a writer has tested the gear or knows the category. Personal anecdotes, usage details, and anything that mentions long-term durability are good signs. If the listing is mostly repeating specs found on the manufacturer’s site or uses vague language, it’s probably not a reliable review.
“E-comm” writers almost always have a niche (mine is outdoor gear and apparel), but sometimes we get assignments in unfamiliar categories. When that happens to me, I have to combine my own category understanding, consumer reviews, and expert opinions to put together a roundup. I’ve had to write about recumbent bikes, solar generators, and rowing machines….so if you sometimes think you know more than the person who wrote the article, you might be right.
In those instances, use the roundup or review for basic specs and a consolidated overview. Then look elsewhere (YouTube, industry sites, consumer reviews and comments on the manufacturer’s site) for more detailed feedback.
Figuring out which reviews are legit can be a crapshoot, but your best bet is starting with websites in the category. Those outlets are more likely to have writers and gear testers on the ground with firsthand experience, or at least a deeper category knowledge for intended use and product necessities.
TL;DR: Reading Between the Lines of Gear Reviews
From my experience writing for a million different sites, some of the most authentic reviews can be found at Section Hiker (in-depth, field tested reviews), and OutdoorGearLab (great category comparisons in an easy-to-digest format). I also appreciate the comprehensive work that Treeline Review is doing, though I don’t know much about their process.
Here are my tips for getting the best info from the clusterf*ck of the internet.
Remember that a lot of gear is included in roundups because of potential affiliate money from major retailers, not because they’re the best options.
You’re only seeing a fraction of in-line models in most roundups. Get community info from Reddit, forums, and social media groups for a better idea of what’s available.
Be aware of “Best Of” lists across the internet repeating the same items / info over and over because the writer was assigned a subject they weren’t familiar with.
Avoid broad national outlets. Instead, focus your search on websites that specialize in that category, even if you have to dig into the second page of Google results and the website isn’t super sexy.
Use gear roundups as a point of origin for your search, then read actual consumer reviews on the company’s website or watch YouTube videos for contextualized info and honest, consumer-oriented feedback.
Just go talk to a human. The best info I got when putting together my new ski setup came from going into a ski shop and just asking an associate for their actual expert advice.
Thank you!!!