Partnerships / Acquisitions

Yummly Inks Deal With Amazon To Sell Cookware With Recipes

Yummly, the recipe aggregator, announced last week that its recipes will now include cookware products that can be purchased via Amazon.

According to a report, the ability to purchase cookware is now available on the iPhone app and will soon be rolled out for Android users and on its website. “We’re inspired to be a one-stop shop to make these recipes actionable,” said Ankit Brahmbhatt, head of product at Yummly, in the report.

Brahmbhatt went on to note the products Yummly will showcase in the apps will be relevant for the recipe. That means a consumer looking for a taco recipe will also see a 12-inch nonstick skillet that can be bought on Amazon. Within the Yummly app, the consumers would get information about the skillet, its star rating on Amazon and customer reviews of the product. Yummly gets a high single-digit percentage of the sale, said Brahmbhatt. What’s more, Yummly can use the Amazon purchasing data to personalize recipes that show up in the feeds of users of the app.

“With the introduction of our commerce and personalization, we’re excited for those additional revenue channels and to add more value for the customer,” Brahmbhatt said. The lion’s share of the company’s revenue comes from advertising. The number of products for each recipe will vary with some recipes having more products than others. For example, a recipe for a milkshake will show a blender, and that’s it, while a recipe for lasagna would have multiple cookware products associated with it. The report noted Yummly chose a few thousand Amazon products to include in its recipes.

“It typically chose ones with the best reviews, best-sellers and ones that are available for Prime two-day shipping,” Brahmbhatt said, according to the report. “We know the kinds of recipes people are gravitating toward, and we analyzed the products associated with those recipes to help inform the decision.”

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