has joined the growing list of online retailers that have decided to offer an API to developers.

The new API provides developers with access to detailed information on more than 40,000 of’s products, including customer reviews, professional ratings, bottle labels and flavor profiles. is also giving developers access to content related to wine regions and grape varietals.

The goal of’s new API: give developers the ability to “create and enhance wine applications“. According to’s CTO, Geoffrey Smalling, “By giving developers access to the largest, standardized wine database available, consumers will benefit by having even more ways to access information about and purchase wine across different devices and websites“. will also benefit as the API terms require developers who use’s data to provide attribution and links back to Wisely, the terms forbid the use of ‘nofollow’ on those links.

Like many of the online retailers launching APIs, offers an affiliate program and members will likely be early adopters of the new API. For many affiliates, content development is a costly and time-consuming task. Thanks to retailer APIs, that task can be made simpler, enabling affiliate developers to focus on what matters: creating better consumer experiences that drive sales. While’s API does not provide for transactions (like the Tesco API for instance) the amount and depth of data being provided looks to be useful.

Going forward, expect the trend of online retailers launching APIs to continue. At some point in the not-too-distant future, such APIs may be the rule, not the exception.

Photo credit: Joe Shlabotnik via Flickr.