What is affiliate marketing?

by Amber Rolfe

When it comes to marketing, who you’re affiliated with can speak volumes…

Digital marketing is currently bigger than ever, and there’s one specific area that continues to grab headlines – affiliate marketing. Whether you want to build your own online empire from the comfort of your living room, or you’re aiming to land a lucrative role as an Affiliate Manager for a top brand, understanding the digital landscape is key. It is a multi-billion pound sector that relies heavily on trust, smart content, and knowing exactly what your audience wants.

Here’s everything you need to know about affiliate marketing (and how you can get involved): 

What is affiliate marketing?

Affiliate marketing is a revenue-sharing model where an individual or company promotes a merchant’s goods or services. In return, they receive a percentage of the sales or web traffic they generate.

What is an affiliate marketer?

An affiliate marker is the person (or publisher) doing the promoting. They might be a blogger, a social media influencer, a reviewer, or even a large media website. When they talk about a product and persuade their audience to buy it, they get a cut of the profit.

What is affiliate advertising?

Affiliate advertising refers to the actual promotional content – like banner ads, video sponsorships, or dedicated product reviews – that the marketer uses to drive sales.

How does affiliate marketing work?

The process

When you join an affiliate program, you’re given unique links and tools to share in your content (like tracking links, banners, or discount codes). Every click, sign-up, or sale made through those links is recorded by tracking software.

The process usually looks like this:

• The affiliate grabs a special link from their network or programme dashboard.
• That link gets shared in a blog, video, social post, or newsletter.
• A consumer clicks the link, does the desired action (like buys a blender, books a holiday, or signs up for a demo).
• Tracking software automatically logs the click and ties it to your profile.
• When the sale or action is confirmed, the programme queues up your commission for payment – some pay monthly, while others work on a rolling schedule.
• Payments land as bank transfers, PayPal, or other methods, depending on the company.

Who’s involved?

You’ll find four key players in the affiliate marketing game:

• The merchant: This is the business or individual creating and selling the product or service. It could be anyone from a household electronics giant to a one-person digital course creator.
• The affiliate: This is you (or whoever’s doing the recommending). Affiliates might be bloggers, social media creators, review websites, or anyone with an audience and a knack for pointing people toward great products.
• The consumer: These are your readers, watchers, or followers – the people who see the recommendation, click a link, and (hopefully) buy the thing.
• The affiliate network: The network connects merchants and affiliates, sorts out the technical elements (like tracking, reporting, and payments), and keeps things running smoothly behind the scenes.

What is an affiliate link, and how is it tracked?

So, how does a merchant know you sent them a customer? That’s where affiliate links come in. Each affiliate gets a unique URL that’s used in their content. When someone clicks that link and makes a purchase, the network steps in, tracks the whole journey, and ensures the right person gets credit (and paid). 

What is an affiliate program?

An affiliate program is the official setup provided by the merchant. Think of it as a rulebook that spells out who can become an affiliate, what commission rates are offered, and how (and when) you’ll see your earnings. While most programmes pay per sale, there are other models too. For example, CPA (Cost Per Action) marketing pays out when your audience completes a specific action, like signing up for a newsletter or downloading an app – not just making a purchase.

Types of affiliate marketing

Not all marketing strategies are created equal. In fact, experts generally divide the sector into three distinct categories based on how connected the marketer is to the product.

1. Unattached affiliate marketing

This is the most basic form of promotion. The marketer has no connection to the product they are promoting, and they do not claim to be an expert. They might just run automated ads across different websites hoping someone clicks. Because there is no personal recommendation involved, it’s low effort, but it also builds zero trust with the audience.

2. Related affiliate marketing

In this setup, the marketer promotes products related to their niche, even if they don’t use the exact product themselves. For example, a fitness blogger might promote a specific brand of running shoes. They have authority in the fitness space, so their audience trusts them, but they’re not necessarily giving a personal review of those exact shoes.

3. Involved affiliate marketing

This is where the marketer only promotes products they actively use and love. Their personal experience is the advertisement. It takes time to build this level of trust, but it usually leads to the highest conversion rates. This level of trust is also crucial for high ticket affiliate marketing. 

What is high ticket affiliate marketing?

Under the involved affiliate marketing umbrella, you’ll find ‘high ticket’ affiliate marketing. This strategy is all about promoting expensive products and services – like luxury travel, premium software, or expensive courses. With these, the commission on a single sale can be hundreds or thousands of pounds.

But here’s the catch: trust is absolutely non-negotiable. High ticket affiliate marketers need to get genuinely involved – sharing in-depth reviews, tutorials, or case studies, and often providing real personal insight or aftercare. In return for all this trust and detail, the rewards can be huge, making high ticket one of the most sought-after niches for experienced affiliates aiming to maximise their earnings.

Where you’ll see affiliate marketing

The world’s biggest brands aren’t just using affiliate marketing; they’re thriving because of it. 

What companies have affiliate programs?

You might be shocked by just how many of your favourite brands are quietly relying on affiliate marketing to drive their sales. Here’s a quick snapshot of companies running well-known affiliate programmes:

• Amazon Associates: The grandparent of all affiliate networks. You can earn a commission promoting just about anything—from books to blenders to bluetooth headphones. If there’s a product you love on Amazon, there’s probably an affiliate link for it.
• Etsy: Perfect for anyone passionate about handmade or vintage goods. Their affiliate programme rewards you for sending buyers to unique finds, one-of-a-kind jewellery, and niche crafts you’ll never find in big-box stores.
• eBay Partner Network: Love recommending quirky gadgets, rare trainers, or collectibles? eBay pays partners to share listings outside of the eBay platform, so every click could turn into cash.
• Travel booking platforms: Big names like Booking.com or Expedia also offer affiliate commissions on everything from hotels to flights. Know the best places for a summer trip? You could get paid for sharing your recommendations.
• Software and SaaS companies: Brands like Adobe, Microsoft, and countless up-and-coming SaaS providers run their own networks. You might review the latest design tool or security software and get rewarded every time someone signs up through your link.

Affiliate marketing examples

Affiliate advertising is everywhere online – sometimes obvious, sometimes sneakily subtle.

So, what does this actually look like in practice? Let’s break it down with real-world examples and key formats you’ll see again and again:

• Product round-ups and reviews: Ever clicked on a ‘top 10 laptops of 2026’ article and found handy buy links under each item? Those links are almost always affiliate – meaning if you buy, the site earns a small commission. You’ll spot affiliate links in articles about everything from budget mascara to high-end blenders.
• YouTube and video content: You’ll find influencers dropping discount codes or “link in description” prompts in tech reviews, beauty tutorials, or unboxing videos. If you buy through their custom link or use their code, they get a cut of the sale (and you might save a few pounds).
• Social media posts: Instagram, TikTok, Facebook… wherever there are #ads or product shoutouts, there are probably affiliate deals in play. Look for “paid partnership” tags or an “affiliate” disclaimer.
• Dedicated shopping articles: Massive media outlets like BuzzFeed, The Independent, and Cosmopolitan publish curated shopping guides or gift lists, featuring affiliate links in every few paragraphs. These brands have turned affiliate revenue into a major business driver.
• Newsletters: Many digital creators include exclusive deals or product recommendations, complete with affiliate links, in their weekly emails. If you buy through the email, everyone wins.

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Pros and cons of affiliate marketing

Like any career move, affiliate marketing comes with highs and lows. Here’s a quick breakdown to help you weigh things up:

Pros:

• Incredibly flexible – you can work from anywhere (your sofa, the park, or the occasional coffee shop).
• Low startup costs – no need to rent an office or sell your belongings to get started.
• Offers the potential for passive income – content you create today could keep earning for years.
• Opens doors to a booming sector – with loads of career progression if you join an established company.
• Lets you build your brand and skills in content creation, digital strategy, and niche expertise.

Cons:

• Patience is a must – building a real audience (the kind that actually clicks) won’t happen overnight.
• You have less creative control when promoting other brands’ products.
• Algorithm changes can affect your earnings if you’re not keeping content fresh and trustworthy.
• Search engines now reward genuine experience, expertise, and trust – cut corners with low-quality reviews, and you’ll slip down the rankings extremely fast.
• Competition is fierce – there are plenty of others trying to earn with similar tactics, so you’ll need to stand out.

How to start affiliate marketing

So, you want to dip your toes into affiliate marketing but you’re not sure where to start? You basically have two routes you can go down – building your own business from scratch, or joining an established company.

Affiliate marketing via your own content 

Step 1: Pick your niche. Choose a topic or sector you care about – your enthusiasm will make your content more relatable, and you’ll sound like you actually know what you’re talking about.

Step 2: Build your platform. This could mean:

• A blog
• A YouTube channel
• A podcast
• An Instagram or TikTok profile

You definitely don’t need to be a celebrity, but having an engaged (even if small) audience helps. What matters more than size is trust – people need to believe you mean it when you recommend something.

Step 3: Join an affiliate network.

• An affiliate network is a middleman that connects you (the budding marketer) with brands looking for partners.
• Popular examples include Awin, CJ Affiliate, and Rakuten Marketing.
• When you join, you’ll get access to hundreds or thousands of brands that offer affiliate programs. You can browse offers and, once accepted, get unique affiliate links to use in your content.
• These networks also handle the technical heavy lifting (like tracking who clicks your links and making sure you get paid) so you can focus on creating content – not chasing payments.

Step 4: Create content and share your affiliate links. Write reviews, make tutorials, share how-to guides, or simply recommend your favourite products. Place your affiliate links naturally within your content. If a reader or viewer buys through your link, you earn a commission – and the network does all the tracking in the background.

Step 5: Be transparent. Always let your audience know when a link or product is part of an affiliate deal (it’s required by law, and keeps trust high).

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Becoming an affiliate manager at a company

Prefer a steady salary to self-employment? Becoming an Affiliate Manager in an established organisation could work for you. 

In these roles, you’ll manage relationships with external publishers, negotiate commission rates, and track campaign performance. To start your search, browse all Affiliate Manager jobs here.

According to our data, the average salary for an Affiliate Manager is a highly competitive £68,935. So, whether you’re driven by commission, career progression, or just love shaking hands (in person or virtually), affiliate management is a future-proof career with plenty of room to grow.

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Frequently asked questions

Can beginners do affiliate marketing?

Absolutely. It is actually one of the most accessible digital skills to learn because you don’t need to create your own products or handle customer service. However, it does require a willingness to learn about content creation, audience building, and search engine optimisation.

How much money is needed to start affiliate marketing?

Surprisingly little! If you’ve got internet access and a bit of time, you can start affiliate marketing with almost no upfront investment. Many free tools exist for launching a basic blog or social profile. Sure, you can splash out on fancy web hosting or paid ads later, but for most beginners, your time and creativity are worth a lot more than your bank balance.

What are the legal requirements of affiliate marketing via your own content?

If you’re doing affiliate marketing through your own content – like blogging or social media – you’re usually classed as self-employed. This means you’ll need to register with HMRC, keep records of your income and expenses, complete a Self Assessment tax return each year, and pay any tax or National Insurance due. Don’t forget, you also need to clearly disclose any affiliate partnerships, as that’s a requirement under advertising laws. 

What is the easiest affiliate program to get into?

The ‘big name’ programs – such as Amazon Associates, eBay Partner Network, or Etsy – are famously beginner-friendly. They have low barriers to entry, straightforward applications, and lots of products to promote. If you’ve just started building your audience or website, these programmes are designed to help you get your foot in the door without a six-figure follower count.

What is the biggest problem in affiliate marketing?

The biggest stumbling block is building real, lasting trust with your audience. People can spot a half-hearted product plug a mile off, and algorithms are no fans of spammy content either. If you want to see results (and commissions), focus on genuine, transparent recommendations without any shortcuts or ‘get rich quick’ hacks. The hard part is staying consistent and playing the long game, even on days when the clicks are slow.

Ready to make your next move? Browse our latest digital marketing roles today or learn more about affiliate marketing with a course.