thewirecutter.com
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Wirecutter: The $60M Review Machine
How a 227-person team built a review empire that Google can't ignore
Wirecutter isn't just a review site—it's a $60M revenue machine powered by 227 experts who turned product testing into a science. While most media companies struggle, Wirecutter quietly dominates the 'best of' search results with a model that makes Amazon's affiliate engine purr.
"Wirecutter doesn't just review products—it owns the search results for 'best of' everything."
The Trust Machine
With 41% direct traffic, Wirecutter has built something most publishers dream of: a brand people type directly into their browser. This isn't accidental traffic—it's earned trust. When someone searches 'best iPhone 17' (3.1M monthly searches) and clicks Wirecutter, they're not just browsing; they're buying. That trust translates to revenue: $60.7M annually from a model that monetizes expertise, not just eyeballs.
The SEO Paradox
Here's the kicker: Wirecutter ranks #1,123,213 globally with only 29K monthly visits, yet generates $60M+ revenue. This reveals their secret—they don't chase traffic volume; they chase transaction intent. Their top keywords aren't viral topics but high-intent purchase queries. 'Most luxury tumbler' (320 searches) converts better than 100x that many generic visits. They're playing a different game entirely.
The tech stack tells another story of efficiency: Next.js, WordPress, Tailwind, and Bootstrap. This isn't a startup burning cash on custom infrastructure—it's a lean operation focused on content, not code. The 2.6/5 Trustpilot rating from just 4 reviews suggests they're not obsessed with social proof; they're obsessed with search results and conversion.
- Owns high-intent search queries (not just traffic volume)
- 41% direct traffic = unshakable brand loyalty
- Revenue model: affiliate-driven, not ad-dependent
- Lean tech stack prioritizes content over complexity
The Wirecutter Blueprint
They prove that in media, depth beats breadth, and trust beats traffic. For founders and investors, this is the model: own a niche so thoroughly that you become the default answer when money is about to change hands.
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Wirecutter: New Product Reviews, Deals, and Buying Advice
Wirecutter tests and reviews the best tech, appliances, gear, and more. You can trust our veteran journalists, scientists, and experts to find the best stuff.
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Reviews (4)
The best in trusted reviews
The best in trusted reviews. Always check her first before buying a big product.
They don't actually try the products they recommend.
Wirecutter claims to offer reviews on tested products, but this cannot possibly be the case. Have bought products based on their ratings only to be disappointed. This has left me disillusioned with both them and their parent company. If you want an unbiased product review, stick with the consumer organizations and also check other sites. Don't trust Wirecutter.
Too much pro apple and bad review in…
Too much pro apple and bad review in general especially for a tech guy specialist like me , I find disgusting to read that apple ios have more functions than an android tab.
Useless
What Wirecutter calls the best password manager, Bitwarden, is in fact a total joke. No auto fill-in or extension. Wasted half an afternoon on this crap. Deleted it and went back to LastPass, which Wirecutter doesn't even mention. I guess that one must be fine after all. And I also got the worst toaster ever on Wirecutter's recommendation.
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About thewirecutter.com
Wirecutter tests and reviews the best tech, appliances, gear, and more. You can trust our veteran journalists, scientists, and experts to find the best stuff.
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Technology Stack
thewirecutter.com uses 11 technologies across their website including PHP, WordPress, Google Tag Manager, and more.
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Traffic & Audience
thewirecutter.com receives approximately 29.1K monthly visitors and ranks #1,123,213 globally. The website has a bounce rate of 57% with visitors viewing an average of 1.4 pages per visit. Users spend an average of 0:27 on the site.
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