How Business Insider Reviews Tests and Recommends Products

Business Insider Reviews operates as a consumer-testing operation with a team that collectively claims over 70 years of hands-on product evaluation experience. The team spans dedicated verticals including home, kitchen, tech, style, beauty, pets, deals, event tickets, and streaming — with contributors who specialize in each category rather than generalists covering everything.

Testing methodology emphasizes real-world use over lab conditions. Reviewers sleep on every mattress for a minimum of 14 nights, walk miles in each pair of sneakers, and physically mount TVs in their own homes. Writers photograph products themselves, in their actual living spaces. When hands-on testing isn't feasible — for products like dog food or pest control — the team interviews industry experts to build evaluation criteria instead.

The operation funds itself through four revenue streams: affiliate commissions (a small cut when readers buy recommended products), advertising, accolade licensing (brands paying to use 'Best Of' designations in their marketing), and receiving free products from manufacturers for testing. The team is explicit that free products and affiliate relationships do not influence which items get recommended or featured — editorial decisions are made independently from the business side.

Health and veterinary product coverage gets an additional layer of scrutiny: a medical review board vets health-related content before publication, and any recommendations touching on human or pet health are reviewed by a qualified professional. Reader feedback is actively solicited, with a direct email address published for product suggestions and questions.