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Top 10 Online Retail Affiliate Programs For Lining Up Real Affiliate Earnings

Online shopping is becoming more prevalent, for several reasons. It’s easy, it’s convenient, it’s generally affordable, and you can find almost anything you want from various retail stores online. The best online retail stores include everything from crafts and do-it-yourself home projects to fashions, electronics, and beauty products.

If you’re interested in helping connect online shoppers to the companies that can provide what they’re looking for, read through this list of the top 10 online retail affiliate programs. Online retail shopping is just the beginning because now you can buy anything online, including groceries! As you read, think about different ways you could promote these products on your websites. I’ll share some ideas of my own at the end of this article.

This overhead photo shows a woman's hands holding a mobile phone above a laptop, both of which have an online shopping screen loaded, along with papers, coffee cups, and potted plants on wooden desk, representing the best online retail affiliate programs.

The best online retail affiliate programs include everything from fashion stores to crafts, electronics, and DIY stores.

Online Retail Affiliate Programs

  1. Amazon.com
  2. Wayfair
  3. Walmart
  4. Best Buy
  5. eBay
  6. Macy’s
  7. Hobby Lobby
  8. The Home Depot
  9. REI
  10. Target

1. Amazon.com

This screenshot of the home page for Amazon.com has a black search bar and navigation bar above a dark banner announcing academy award nominees in Amazon Prime Video, along with a row of products including a purple keyboard, a potted plant, a home fitness machine, and box of tax software.

When it comes to online retailers, Amazon.com is one of the most well-known and largest companies.

In 2019, Amazon.com was the second-largest online retail store in America, falling in right behind Walmart. In early 2020, more than 38% of eCommerce sales belonged to Amazon.com. As an online retailer, this company offers a great selection with around 45 categories of goods to browse through and more than a million products available to promote.

The affiliate program is called the Amazon Associates program. This program allows affiliate marketers to place native ads on their website pages. They can also link directly to the products they want to promote.

The commission rate is variable across categories. Digital music and videos bring in a commission rate of 5%. Home, garden, furniture, Kindle, and Fire tablets have an 8% commission rate. Luxury beauty products have a 10% commission rate. Many other products, including fashion, shoes, jewelry, Echo, and Fire TV devices have a commission rate of 7%.

For a more in-depth look, check out my review of their affiliate program.

Why You Should Promote Amazon: The huge selection is a key selling point. Amazon.com also provides a membership option called Amazon Prime that comes with perks such as free shipping. Affiliate marketers are able to link to the products they want to promote.

2. Wayfair

This screenshot of the home page for Wayfair has a purple header, a white search bar and navigation bar, and a photo of a smiling blonde woman in a blue robe sitting on a bed, holding a tablet and punching the air victoriously, along with several small product images and a purple ad section with white text.

Wayfair offers a huge selection of home goods ranging from storage solutions and furniture to bedding and appliances.

Wayfair is a retail store dedicated to home goods, with more than 10 million products across several categories. Customers can use the tabs in the navigation bar to shop for everything from furniture and outdoor products to throw pillows and storage products. Wayfair also offers free two-day shipping and frequent shopping deals.

The affiliate program is administered through Commission Junction. Around 2 million products are featured in the affiliate data feed. One nice thing about this affiliate program is that once you sign up, you can also promote and earn commissions from Wayfair’s sister companies, which include AllModern, Joss & Main, and Birch Lane.

Why You Should Promote Wayfair: Wayfair has free two-day shipping, a nice commission rate for affiliate marketers, frequent shopping deals, and a great selection of home goods.

3. Walmart

This screenshot of the home page for Walmart has a dark blue header with a search bar and a royal blue main section with bright yellow price tags behind various jackets in black, white, and blue, along with white text announcing fashions on sale.

Walmart has both brick-and-mortar stores and a strong online presence.

Walmart is one of the most well-known retailers with local stores scattered across the country as well as a significant online retail store. Customers can shop online for groceries and pick them up in person. They can also shop online for products that can be shipped to their home.

The commission structure currently lists all online sales as generating a 1% commission. New affiliate marketers are given access to marketing tutorials, creative ads, and real-time reporting, and there are extra perks for expert marketers.

To learn more about their affiliate program, see my review of the program here.

Why You Should Promote Walmart: Walmart is one of the best-known online retailers with a lot of goods to choose from and a few different ways to shop online. However, the commission rate is relatively small and the cookie length is short.

4. BestBuy

This screenshot of the home page for BestBuy has a royal blue and white header and navigation bar above a divided main section, with a sales announcement for TVs in a blue box on the left side of the page and a row of popular items in a white box on the right side of the page.

BestBuy sells electronics both online and in brick-and-mortar stores.

BestBuy is an electronics retailer with both brick-and-mortar locations and an online retail store. Customers can use the search bar to find items they want, or they can browse through categories ranging from appliances and television sets to video games and music.

One nice thing about Best Buy is it offers one-hour curbside pickup for many orders placed online. Customers can also get free next-day delivery on many items if their order totals more than $35.

Affiliate marketers have access to pre-made banners, or they can use Best Buy’s developer tools to create customized ads for their websites. Some items, like laptops, don’t generate a commission at all, while products like fitness equipment, geek squad services, baby gear, and travel products generate a commission of 0.5%.

Why You Should Promote BestBuy: BestBuy has a nice selection of electronics, which could keep customers browsing and adding to their shopping carts. To know more, check out my review of their affiliate program. 

5. eBay

This screenshot of the home page for E-bay has a white header and navigation bar above a plan black section with green icons and text telling readers how to get the most out of their eBay experience.

E-bay is a global online retailer with 13 different websites across the world and more than 1.2 billion listings.

eBay is an online auction site that ranked third as an online retailer in the United States in early 2020 and carries more than 1.4 billion products. Around 80% of the items are new, and 90% have a ‘buy it now’ option.

The affiliate program is also called the eBay Partner Network. The commission structure varies from country to country and between categories, too. For example, coins and paper money bring in a commission rate of 1% in the United States, but 2% in France. Items from the dolls and bears category generate a commission rate of 3% in the UK but 4% in the United States.

Find out here why I think you really should give eBay Affiliate Program a try if you’re after a program that offers a large range of products.

Why You Should Promote eBay: eBay is a worldwide market with an enormous selection of products.

6. Macy’s

This screenshot of the home page for Macys has a white background and header with black text, a gray sales bar, and a photo of a brunette woman with a gray headscarf and pink and white printed dress standing in front of a body of water, along with white text announcing a summer sale.

Macy’s offers everything from women’s fashion and shoes to home décor and beauty products.

Macy’s is an online retail department store with local brick-and-mortar stores across the United States. Product categories range from women’s clothing and handbags to baby gear, shoes, and bedding. This store even carries some furniture items, such as headboards, sofas, and outdoor lounging chairs.

The average order value is $120. Affiliates can promote more than 14,000 different products, and there are weekly sales and promotions.  The affiliate program is administered through Rakuten.

Why You Should Promote Macy’s: Macy’s has a high average order value and a nice selection of products to promote. Macy’s also offers free shipping for customers who place orders using their Macys credit card.

7. Hobby Lobby

This screenshot of the home page for Hobby Lobby has a gray background, red logo, blue navigation bar, and a main section with a photo showing white shelves full of knick-knacks, along with white text announcing 50% off home décor.

Hobby Lobby carries more than 80,000 items in categories such as arts, crafts, hobbies, home décor, and fabric.

Hobby Lobby is a craft retail store chain with both local stores and an online retail store. This company offers several categories of goods, including picture frames, holiday items, seasonal products, arts, crafts, hobbies, fabric, home décor, and more.

Hobby Lobby offers regular coupons and sales on specific items. The affiliate program is administered through FlexOffers.

Why You Should Promote Hobby Lobby: Items from Hobby Lobby could fit well with some niche market sites. The sales and coupons could attract and convert shoppers.

8. The Home Depot

This screenshot of the home page for The Home Depot has a white navigation bar with orange elements and an orange logo above a divided main section, with the left side of the page showing an image of a white-tiled bathroom with bamboo blinds in the window and the right side of the page showing an all-white kitchen, along with black text on both sides of the page describing the current sales.

The Home Depot sells more than 500,000 items in the DIY niche.

The Home Depot is a retail store that focuses on DIY projects. This is another chain with both local stores and an online presence. This company offers 500,000 items to choose from online that can be shipped for free directly to customers or to local stores.

Customers can browse through departments ranging from home décor and floor coverings to electrical needs, plumbing supplies, and paint. The Home Depot website also includes a project calculator and information on installation services.

The affiliate program is run through Impact.

Why You Should Promote The Home Depot: Home Depot has a short cookie life, but it also offers a daily data feed featuring new promotional materials every day.

9. REI

This screenshot of the home page for REI has a black header and navigation bar above a photo of a lit fire inside a rock fireplace, along with clothing racks on the right side where jackets in blue and gray are hanging.

REI Coop is an online retailer that has specialized in selling outdoor gear since 1938.

REI Coop is a retail store focused on outdoor equipment and gear. This company has been in business since 1938, and it now has a strong online retail store as well as several eco-friendly causes it’s involved in. For example, in 2018, REI spent around half a million dollars re-wilding areas in and around five major cities in the United States.

REI customers get free shipping on orders totaling more than $50 and on all orders that are shipped to a local REI store for customer pick-up. There’s also a 100% satisfaction guarantee, and the average order value is $120. The affiliate program is run through Avantlink.

Why you Should Promote REI: REI has an excellent reputation, a great selection of outdoor products, and eco-friendly business practices.

10. Target

This screenshot of the home page for Target has a red and white header above a red and white main section announcing a $10 discount for people ordering $100 with same-day delivery.

Target carries more than a million products for shoppers to choose from.

Target is a retail department store similar to Walmart, with a significant online store and more than a million listed products that shoppers can choose from.

The commission structure is complicated. Not only is it tiered, but different product categories have varying commission rates attached to them. For example, the base rate for apparel is 5% for affiliate marketers who sell ten or fewer items, but 8% for affiliates selling more than 10,000 items. At the same time, the base rate for baby gear is 3%, but it goes up to 5% at the top tier. Health and beauty products provide a consistent 1% commission rate.

Affiliates can live anywhere in the world, but they must have a family-friendly website built for customers in the United States. For an in-depth look at their affiliate program, check out my review here.

Why You Should Promote Target: The tiered commission structure could be motivating, and there are a lot of items to choose from that could bump up customers’ shopping cart totals.


This screenshot of the home page for Etsy has a dark header above a white navigation bar and main section with a white background and product images with text describing them, including a wooden necklace and a woman's hair band being modeled by a woman with dark curly hair.

Etsy has a global online presence with support in English, French, Italian, Spanish, and German languages.

Etsy is a worldwide online marketplace for unique, one-of-a-kind items. Some shops sell original fine art, and others carry vintage items or customized cosplay outfits.

Affiliate marketers can promote the products and shops they like best on their websites. Etsy provides support in English, French, German, Italian, and Spanish languages, so marketing isn’t limited to the United States. Affiliates are also provided with banner ads for various themes and product categories, a newsletter, and curated pages to gain inspiration from.

For further reading, here’s a more detailed look at the pros and cons of working with Etsy.

Why You Should Promote Etsy: Etsy offers one-of-a-kind items in a global marketplace.

Affiliate Website Ideas

Now that you’ve read through this list of the top 10 online retail affiliate programs, do you know how you’re going to apply them to your affiliate websites? Let me share some ideas here to help get you started.

One idea is a real estate website. Besides providing informative content, a website like this one could promote home furnishing companies like Wayfair, which is listed above. Personal loans, DIY stores like Home Depot, landscaping services, appliances, and furniture could all be featured on a website like this one.

Another idea is a website focusing on vintage items. Retail companies like Etsy and eBay would be a good fit here, as well as auto parts stores, retro fashions, rare books, fine art, and collectible toys.

One final idea is a website geared toward gamers. This type of website could link to a variety of electronic items from stores such as Best Buy, Walmart, Target, and Amazon.com. Gaming chairs, consoles, computers, and high-quality graphics cards or sound cards could be promoted here, as well.

Boost Your Affiliate Earnings

These 10 affiliate programs are just the beginning of what’s possible. There are hundreds of ways to earn affiliate commissions with your website, including product reviews, top 10 lists, how-to guides, and more

But what about traffic and conversions? How do you make sure your affiliate links get clicked?

I used the affiliate training here to turn my brand new website into a six-figure income generator in less than two years. Build a business, not just a pocket-money side project!


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