Securing a spot on Oprah's Favorite Things list can transform a small product into a cultural moment, driving awareness, trust, and sales for brands of every size. This annual tradition highlights items that align with curiosity, self-improvement, and everyday joy, making it a powerful platform for the right offerings.
To maximize your chances, you need a strategy that combines product readiness, media preparation, and relationship building well before the list is announced. The following sections outline what the list means, how to prepare, and how to position your brand or item for consideration.
| Category | Example Items | Why Oprah Cares | What This Means for You |
|---|---|---|---|
| Wellness & Self-Care | Meditation app subscription, ergonomic cushion | Supports mental clarity, balance, and daily resilience | Highlight tangible benefits for everyday wellbeing |
| Home Innovation | Smart lighting system, modular storage | Simplifies routines and enhances comfort at home | Emphasize practical design and real user experience |
| Learning & Personal Growth | Skill-building course, insightful memoir | Encourages curiosity and lifelong learning | Showcase clear outcomes and engaging storytelling |
| Giving & Social Impact | Sustainable brand donating to education | Aligns purchases with purpose and community | Communicate measurable impact transparently |
Understanding the Selection Criteria
Product Excellence and Originality
Oprah's team looks for items that feel fresh, solve a real problem, or elevate an everyday experience in a meaningful way. Quality, durability, and thoughtful design are non-negotiable, because the list is a promise to her audience that every recommendation delivers on its claims.
Brand Story and Values
Products are considered within the context of the people and purpose behind them. A compelling narrative, ethical practices, and a commitment to positive impact can make your offering memorable, especially when it aligns with themes of empowerment, learning, or generosity.
Preparing Your Product or Service
Demonstrate Clear Value
Clearly articulate how your item improves a routine, supports a goal, or brings joy in everyday life. Specific benefits, easy-to-understand features, and relatable scenarios help the team quickly see its potential on a national stage.
Ensure Availability and Scalability
Be ready to fulfill large orders quickly and with consistent quality. Reliable logistics, responsive customer service, and realistic production timelines signal that your brand can handle the exposure that comes from being featured on Oprah's Favorite Things.
Building Publicity and Media Momentum
Strategic Outreach Before the List
Engage reputable journalists, lifestyle influencers, and podcast hosts with an audience that overlaps with Oprah's viewers. Earned coverage ahead of the announcement increases awareness and validates your product in the eyes of curators.
Controlled Announcement and Storytelling
Coordinate a thoughtful reveal once the list is published, using authentic customer stories, behind-the-scenes insights, and clear calls to action. Avoid hype or overpromising; instead, focus on how the product genuinely enriches daily life.
Marketing and Sales Execution
Optimized Digital and Retail Readiness
Update product pages, streamline checkout, and ensure inventory visibility across channels. Invest in striking visuals, concise benefit-driven copy, and prominent placement of any Oprah or media mentions to convert interest into sales.
Post-List Relationship and Community Nurturing
Keep momentum going by engaging with new customers, sharing user-generated content, and offering responsive support. Gratitude, transparency, and consistent value will turn one-time buyers into brand advocates who fuel long term growth.
Key Takeaways for Getting on Oprah's Favorite Things
- Focus on product excellence, genuine value, and everyday relevance
- Build a brand story that highlights purpose, impact, and authenticity
- Prepare operations for rapid, reliable fulfillment at scale
- Earn media and influencer attention before the official announcement
- Execute a thoughtful launch that centers customer experience and trust
FAQ
Reader questions
Do I need to pay or have a connection to get on the list?
No, Oprah's Favorite Things is not a paid placement, and connections alone will not secure a spot. Selection is based on product merit, storytelling, and alignment with the list's themes, not on fees or personal relationships.
Can small brands or independent makers be considered?
Yes, small brands and independent makers are regularly featured when their products stand out for quality, innovation, and impact. What matters most is how clearly your offering serves a need or delight in a way that resonates with a broad audience.
How far in advance should a brand prepare to be considered?
Preparation often begins many months in advance, especially for product development, press outreach, and fulfillment readiness. Early alignment with strong storytelling and demonstrable value increases the likelihood of being noticed by the selection team.
What happens immediately after the list is announced?
Traffic and demand typically spike quickly, so having updated inventory, shipping plans, and customer support in place is essential. Brands that respond with clarity, speed, and appreciation tend to retain new customers and build lasting trust.