The Affiliate and Partner Marketing Association (APMA) has today published its State of the Affiliate Nation 2025 report, revealing record investment and exceptional performance from one of the UK’s most resilient marketing channels.
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The report, the most comprehensive affiliate industry dataset ever compiled, shows UK brands invested £1.7 billion into affiliate and partner marketing in 2024, a 9% year-on-year increase, producing 360 million sales, and delivering £2.2 million in revenue every hour.
Other highlights include:
- Brands generated an average of £16 for every £1 spent
- £1 in every £7 spent on UK online travel came via an affiliate partner
- The sector drove 13% of all ecommerce revenue over Cyber Weekend 2024
- Comparison Shopping Services, tech partners and subnetworks seeing the biggest growth
- Brands are increasingly investing across the full shopping funnel
- Almost 70,000 active affiliates are promoting 7,400 brands and advertisers
2025’s report was compiled from data submitted by 12 leading affiliate networks and platforms, while modelling the performance from the popular Amazon Associates programme.
Collected in the Spring of 2025, this marks the first time the APMA has reported on granular data by key affiliate marketing verticals, allowing for sector benchmarking.
The report also explores how upper funnel affiliates are becoming an increasing focus, with the channel well placed to win additional non last-click CPA marketing budgets.
Other areas covered in the report include the cost per sale for all major affiliates in the retail sector and why affiliate classification risks obfuscating the full value of publishers.
Commenting on this year’s report, Kevin Edwards, Director at the APMA, said:
“This year’s report is a showcase of the channel’s central strength: its diversity. As well as the big numbers, we dive into different verticals and show the publisher models that are growing the fastest. We’ve built the clearest picture yet of a channel that’s agile, measurable, and driving real economic value. For any brand looking to spend smarter, this report is your blueprint.”
Last year the APMA published the first definitive view of the UK affiliate and partner marketing industry in ten years and this year’s study builds upon that insight. Last year’s report was downloaded by more than 1,000 affiliate marketers. demonstrating the level of interest in the original performance marketing channel.
The full 59-page report is free to APMA members or can be purchased for £550+VAT via The APMA Shop.
Alternatively, we’ve put together a FREE highlights report you can access by filling in your details below…
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