Wirecutter (website)

Wirecutter is a product recommendation website owned by The New York Times Company. It publishes reviews and buying guides for a variety of consumer products. Founded in 2011 by Brian Lam, former editorial director of Gizmodo, the site aims to identify the best gadgets and gear for people, based on independent and thorough testing and reporting.

Wirecutter's methodology involves extensive research, interviewing experts, and conducting hands-on testing of products in real-world conditions. They prioritize identifying a single, top-pick product in each category, along with runner-up options for different needs and budgets. This approach differs from some other review sites that present a long list of similar products.

The site generates revenue through affiliate marketing, earning a commission when readers purchase recommended products through links on the site. Wirecutter maintains editorial independence and claims that its recommendations are not influenced by advertising considerations. They provide transparency by disclosing their affiliate relationships and detailing their testing methodologies.

In 2016, The New York Times Company acquired Wirecutter for $30 million. Since the acquisition, Wirecutter has continued to operate as a separate entity, maintaining its editorial voice and mission. The site has expanded its coverage to include a wider range of product categories, from kitchen appliances and home goods to travel gear and personal care items.