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.
Related data reports
Affiliate marketing statistics (2026)
Affiliate marketing statistics
How much do affiliate marketers make?
How much do affiliate marketers make?
Brand deal rates statistics (2026)
Brand deal rates statistics
Browse every report in the statistics hub.
Try Afflio free — no sales call
Creators keep 100% of their commission and get paid fast and fair; brands launch tracking, a full commission engine, fraud detection, and RazorpayX/PayPal payouts the same day.