The Oprah Effect Endures, Giving Black-Owned Businesses on Amazon a Big Boost

She increased the sales rank of one product by 110,071%

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Nine years after her syndicated talk show ended its 25-year run, Oprah Winfrey continues to wield enormous influence over consumer behavior.

Her annual list of Favorite Things, which highlights Black-owned businesses for 2020, has resulted in a huge sales lift on Amazon for most of the brands included, proving the phenomenon known as the Oprah Effect—which itself merited an hour-long CNBC special in 2009—is alive and well.

Look no further than the top 25 products on Winfrey’s list, which have seen an average boost of nearly 6,900% in their Best Seller Rank (BSR) on Amazon.



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