UK Affiliate Marketing Reaches Record £1.7 Billion Investment, Driving £2.2 Million Revenue Per Hour

The UK affiliate marketing industry has achieved unprecedented growth, with brands investing £1.7 billion into the sector in 2024, according to the comprehensive “State of the Affiliate Nation 2025” report released today by the Affiliate and Partner Marketing Association (APMA).

Headline Stats:

• £1.7bn Brand Spend on affiliate marketing
• £450m more than tracked by the IAB
• 9% YoY growth in advertiser spend
• 5% YoY growth in revenue
• £362m sales in 2024 (£1m every day!)
• £19bn tracked Advertiser Revenue

The landmark study, representing the most extensive dataset ever compiled on the UK affiliate industry, reveals a significant 9% year-on-year growth in investment, resulting in 360 million sales and generating £2.2 million in revenue every hour for participating brands.

The report highlights the exceptional return on investment achieved through affiliate marketing, with brands earning an average of £16 for every £1 spent. In the travel sector, £1 of every £7 spent on UK online travel now flows through affiliate partnerships.

Affiliate marketing proved particularly effective during peak shopping periods, driving 13% of all ecommerce revenue during Cyber Weekend 2024. The sector’s ecosystem is thriving, with nearly 70,000 active affiliates promoting 7,400 brands and advertisers across the UK.

The report identifies Comparison Shopping Services, tech partners, and subnetworks as experiencing the most substantial growth. It also notes a significant shift in strategy, with brands increasingly distributing investments across the full shopping funnel rather than focusing solely on conversion points.

Compiled from data submitted by 12 leading affiliate networks and platforms in Spring 2025, the report includes modeled performance from the Amazon Associates program. For the first time, the APMA has reported granular data by key affiliate marketing verticals, enabling companies to benchmark their performance against sector-specific metrics.

The study explores the growing focus on upper funnel affiliates and the channel’s potential to secure additional non last-click CPA marketing budgets. It also examines cost per sale metrics for major retail sector affiliates and discusses how traditional affiliate classification may obscure the full value publishers bring to brands.

“This year’s report is a showcase of the channel’s central strength: its diversity,” said Kevin Edwards, Director at the APMA. “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.“

Building on last year’s groundbreaking study—the first definitive view of the UK affiliate marketing industry in a decade—this year’s report expands on those insights. The previous report attracted over 1,000 downloads, demonstrating strong industry interest in what the APMA describes as the original performance marketing channel.