"When The New York Times bought Wirecutter back in 2016, the deal was about more than a simple acquisition of a product review site. The site would go on to become one of the first additions to the Times' lifestyle portfolio that today stretches across cooking, games, and other fast-growing subscriber offerings. The Wirecutter deal, in other words, was just the beginning."
"Nearly a decade later, Wirecutter itself has become a trusted authority on what and what not to buy - as well as a billion-dollar commerce engine within the Times portfolio. The site drove more than $1 billion in gross merchandise value in both 2023 and 2024, underscoring the scale of its influence in online shopping. And days like today, with the kickoff of Amazon's two-day fall shopping event Prime Big Deal Days, arguably put that influence on full display."
"For shoppers on the hunt for bargains and early holiday deals, Wirecutter's deals expert Nathan Burrow curated a roundup of the best deals, helping readers quickly zero in on the discounts they're looking for. "Wirecutter contributes significantly to the journalistic mission at the Times," Wirecutter deputy publisher Cliff Levy told me in an interview. "It's a different kind of journalism than hard news, but the mission is the same - to be the best in the business in every area we cover.""
When The New York Times acquired Wirecutter in 2016, the purchase set the foundation for a broader lifestyle portfolio that later included Serial Productions, The Athletic, and Wordle. Wirecutter evolved into a trusted product authority and a billion-dollar commerce engine, generating over $1 billion in gross merchandise value in both 2023 and 2024. The site reaches about 15 million monthly visitors and employs roughly 160 journalists covering categories from outdoor gear to sustainability. Wirecutter shifted from sole reliance on affiliate revenue to introducing advertising in 2024 and achieved its 2025 advertising revenue goal by midyear. The site curates deals around major retail events.
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