You’ve written your first few posts and want to add affiliate links. Amazon seems like the obvious choice: everyone shops there, and everything is sold there. Then you look at the commission rates and wonder whether you’ll ever earn more than pocket change. Meanwhile, a software company offers 30% recurring commissions, but you’re not sure they’ll approve a brand-new blog.
Both routes can work. The right choice depends on what you write about.
The Three Types of Affiliate Programs
- Amazon Associates. One program covering nearly every product on Amazon.
- Affiliate networks. Platforms like Impact, Awin (which now includes ShareASale), CJ and Rakuten that host thousands of brands under one account.
- Direct (in-house) programs. Run by the company itself, common with software, hosting, courses and online tools.
Amazon Associates: Pros and Cons
Why beginners like it:
- Easy to join, with a simple dashboard
- Readers trust Amazon and often already have an account
- You can earn on the whole cart, not just the product you linked, within the cookie window
- Works for almost any physical product niche
Where it falls short:
- Low commission rates in many categories, often in the low single-digit percentages (rates vary by category and change over time, so check Amazon’s current fee schedule)
- Short cookie window: generally 24 hours from the click
- Qualifying-sales requirement: new accounts typically need to make a few qualifying sales within their first 180 days or the account is closed. Many beginners with low traffic miss this
- Strict rules: for example, restrictions on showing prices unless you use their approved tools, and on using links in emails or offline
Direct and Network Programs: Pros and Cons
Why they can pay more:
- Higher commissions, especially on digital products: software, hosting and courses often pay 20–50% of the sale, or a flat bounty per signup
- Recurring commissions on some subscription products: you earn every month the customer stays
- Longer cookie windows, with 30, 60 or 90 days being common
- Dedicated affiliate managers who may offer better rates, exclusive coupons or content ideas
Where they’re harder:
- Some programs want an established site before they approve you
- Each program has its own dashboard, payout threshold and terms, which is more admin
- Payment timelines vary, and some hold commissions for 30–90 days to cover refunds
Side-by-Side Comparison
| Amazon Associates | Affiliate networks | Direct programs | |
|---|---|---|---|
| Ease of approval | Easy (then must hit sales quota) | Per-brand approval | Varies widely |
| Typical commission | Low %, per category | Varies by brand | Often high on digital products |
| Cookie window | ~24 hours | Usually 30+ days | Often 30–90 days |
| Recurring commissions | No | Sometimes | Common for subscriptions |
| Product range | Nearly everything | Thousands of brands | One company |
| Admin effort | Low | Medium | Higher with many programs |
A Worked Example: Same Traffic, Different Results
Imagine a post that sends 100 buyers a month to a product.
Scenario A: Physical product on Amazon. A $40 kitchen gadget at a 3% commission earns $1.20 per sale, or $120/month.
Scenario B: Hosting via a direct program. A flat $60 bounty per signup, with 100 signups, earns $6,000/month. Realistically, hosting posts send fewer buyers than a cheap gadget does. But even at 10 signups, that’s still $600/month.
The takeaway isn’t “Amazon is bad”. It’s that the value of each conversion varies enormously by product type. The same effort can earn very different amounts.
So Where Should a Beginner Start?
Here’s a simple rule by niche:
- Physical products (outdoor gear, kitchen, baby, hobby supplies): start with Amazon for convenience, and add direct programs from specialist retailers or brands as you grow.
- Digital products (hosting, software, AI tools, courses): skip Amazon. Go straight to direct programs and networks. Their commissions are far better and most are open to newer sites.
- Mixed niches (e.g. blogging, which includes both gear and software): use both. Amazon for the microphone, a direct program for the email marketing tool.
How to Get Approved When You’re New
- Publish 10–15 genuinely useful posts before you apply
- Add About, Contact, Privacy Policy and Disclaimer pages
- Write a short, honest application note: what your site covers, who reads it, and how you’ll promote the product
- If you’re rejected, ask why, improve the site, and reapply in a few months. It’s rarely permanent
How to Compare Two Programs Quickly
When two programs offer similar products, compare them on the same four points before choosing:
- Earnings per sale: the commission rate multiplied by the typical order value, or the flat bounty.
- Cookie length: a longer window gives readers time to think and still credits you.
- Payout threshold and method: how much you need to earn before you’re paid, and whether they pay by bank transfer, PayPal or cheque.
- Reputation: search the program’s name with “affiliate review” and see what other publishers say about late payments or unexpected rule changes.
A program with a slightly lower rate but reliable tracking and on-time payments is often worth more than a flashy offer from a program with a poor reputation.
Don’t Put All Your Eggs in One Basket
Programs change commission rates, close, or ban accounts, sometimes with little notice. Spread your income across several programs so a single change doesn’t wipe out your earnings.
Takeaway
Choose programs based on what your readers actually buy, not on which one is easiest to join. For most blogs about building websites and making money online, direct programs will out-earn Amazon quickly. Then make those links count with reviews readers actually trust.