Affiliate marketing benchmark report (2026)
Across verticals, typical affiliate commission rates run 5% to 30%, earnings-per-click ranges from a few cents to several dollars, and cookie windows commonly last 30 to 90 days. Brands attribute roughly 15% to 30% of online revenue to affiliate channels, and affiliate-referred customers spend about 21% more than the average shopper.
Afflio is a new marketplace with no customers yet, so none of the figures below are ours — every statistic is attributed to a named third-party source and linked directly beneath it.
Key statistics at a glance
What is a normal affiliate commission rate?
There is no single number — commission depends heavily on vertical and margin. Influencer Marketing Hub's benchmark data puts the usable range at roughly 5% to 30%, with retail and physical-goods programs clustering near 9% and digital products, software, and services paying much higher because their margins allow it.
As a rough guide by category:
- Physical retail and e-commerce: typically 5% to 15%.
- Software, SaaS, and digital products: often 20% to 30% (sometimes recurring).
- Finance, hosting, and high-ticket niches: frequently flat bounties rather than a percentage.
EPC, conversion, and cookie windows
Earnings-per-click (EPC) is the metric that ties rate and conversion together. Authority Hacker's data shows EPC ranging from a few cents to several dollars, depending on audience fit and offer strength — a high commission on a poorly-matched offer can still produce a low EPC.
Two structural benchmarks shape how affiliates get paid:
- Conversion rates on affiliate links typically fall between 0.5% and 1%.
- Cookie windows most commonly last 30 to 90 days, defining how long after a click a sale still counts.
How much revenue affiliates drive for brands
For the brands running programs, affiliate is a meaningful revenue line, not a rounding error. Rakuten Advertising reports that brands commonly attribute 15% to 30% of their online revenue to affiliate channels.
There is a quality dividend too: Awin finds that affiliate-referred customers spend roughly 21% more per order than the average shopper, because affiliates often pre-qualify and educate buyers before the click.
Setting realistic expectations
The most important benchmark is patience. Authority Hacker's survey data indicates it commonly takes six months or more before a new affiliate earns their first meaningful commission — building trusted content and audience takes time.
That lag is the single biggest reason beginners quit. The affiliates who compound are the ones who treat it as a durable content asset rather than a quick flip, and who pick programs with fair tracking and reliable payouts from the start.
Frequently asked questions
What is a good affiliate commission rate?+
It depends on the vertical. Influencer Marketing Hub's benchmarks put the typical range at 5% to 30%, with retail near 9% and digital products or software often paying 20% to 30% because of higher margins.
What is a typical affiliate EPC?+
Earnings-per-click commonly ranges from a few cents to several dollars, according to Authority Hacker. EPC combines commission and conversion, so a high rate on a poorly-matched offer can still yield a low EPC.
How long is a normal affiliate cookie window?+
Most programs use a cookie window of 30 to 90 days (Awin). That window defines how long after a click a resulting sale is still credited to the affiliate.
What conversion rate should affiliates expect?+
Affiliate-link conversion rates typically fall between 0.5% and 1% per Influencer Marketing Hub, though a well-targeted, trusted recommendation to a warm audience can convert far higher.
How much revenue do affiliates drive for brands?+
Rakuten Advertising reports brands commonly attribute 15% to 30% of online revenue to affiliate channels, and Awin finds affiliate-referred customers spend about 21% more per order.
How long until a new affiliate makes money?+
Authority Hacker's data suggests it commonly takes six months or more to earn a first meaningful commission. Building trusted content and audience is the slow part; fair tracking and reliable payouts help you stick with it.
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