Hiro Brands

What Hiro Brands does

Hiro Brands, registered in Dandenong, Australia, is a private company that was founded in January 2022 with Esteban Davis as Managing Director and CEO. Although firmographic metadata describes the company as a manufacturer and distributor of personal care, cosmetics, cosmeceutical, and household cleaning products, all observable operational evidence shows that the company's active business is a consumer product review and affiliate marketing content platform rather than product manufacturing or distribution. The platform is a WordPress-based blog (hirobrands.com) that publishes first-hand "I Tested..." style product review articles authored primarily by Davis and other contributors. The site contains 192 indexed pages of editorial reviews spanning an unusually diverse range of consumer categories, including PC hardware, oral care, fitness accessories, cycling components, home appliances, pest control, outdoor equipment, and classical music recordings.

Name

Hiro Brands

Legal name

Hiro Brands

Website

https://hirobrands.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

251–500 employees

Short description

Hiro Brands is an Australian content and affiliate marketing company operating a WordPress blog of 192 first-hand consumer product reviews, monetizing through Amazon Associates referral commissions under the leadership of CEO Esteban Davis.

Ownership category

akta.pro rank

Headquarters

HQ city

Dandenong

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Affiliate Marketing Revenue: The company generates revenue through Amazon affiliate links embedded in product review articles. Reviews include direct 'Check Price on Amazon' links with affiliate tracking codes (e.g., '?tag=audt1-20'), earning commissions on referred sales.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Hiro Brands operates a content marketing blog platform that publishes first-hand product testing reviews across diverse consumer categories including home goods, electronics, outdoor equipment, personal care, and lifestyle products. The blog features 192 pages of "I Tested" format reviews written primarily by CEO Esteban Davis, with affiliate links to Amazon product listings driving commission-based revenue. The site does not sell products directly but serves as a content intermediary connecting consumers with third-party product listings.

Product overview

Hiro Brands operates as a consumer product review blog and content platform, not a product company with traditional offerings. The single platform publishes editorial product reviews and buying guides written by the editorial team, primarily under the 'Personal Recommendations' category. Reviews cover diverse consumer goods including outdoor furniture, pest control products, electronics, fragrances, fitness apparel, and home improvement items. The company is led by Managing Director and CEO Esteban Davis, who was appointed in January 2022 and launched the blog in 2024 to share product analysis and first-hand usage reviews.

Differentiator

Problem solved

Functional benefit

Products and services

• Hiro Brands Blog Platform A consumer product review blog featuring first-hand product testing articles across diverse categories including home goods, electronics, outdoor equipment, health products, and personal care items. The platform publishes reviews in an "I Tested" format authored primarily by CEO Esteban Davis, with embedded Amazon affiliate links converting readers to Amazon product listings.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Wirecutter: The New York Times' product-review vertical that produces first-hand testing reviews and earns affiliate commissions from retailers including Amazon. Same business model and same 'I Tested' style editorial format as Hiro Brands, but with vastly greater scale and brand authority.
• Gear Patrol: Independent men's-lifestyle publication producing first-hand gear reviews across outdoor, home, and tech categories with affiliate monetization. Similar editorial voice and review-led business model.
• Best Products: Hearst's affiliate-driven product recommendation site covering home, tech, beauty, and lifestyle categories. Directly comparable in category breadth and affiliate-led monetization.
• The Spruce: Dotdash Meredith's home and lifestyle review/how-to site that monetizes through affiliate partnerships. Comparable in category coverage of home goods and consumer goods with affiliate revenue.
• Reviewed (USA Today): Product testing and review site owned by USA Today / Gannett that combines lab-style testing with first-hand reviews and uses affiliate links to drive commerce. Same content-plus-affiliate model and consumer audience.
• The Strategist: New York Magazine's product recommendation vertical built around first-person testing and affiliate links. Highly comparable in content approach and affiliate-revenue model, though it sits within a much larger publishing brand.

Broad incumbents

• Tom's Guide: Established tech and consumer-products review site (part of Future plc) that uses affiliate links and produces hands-on reviews. Operates in the same content-plus-affiliate space but at much larger scale and focused on tech.
• Good Housekeeping Institute: Legacy review authority combining lab testing with consumer-facing recommendations and affiliate commerce. Comparable end-customer value proposition of trusted, tested product recommendations, but with broader brand portfolio and testing infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hiro Brands