Affiliate and partner marketing continues to go from strength to strength in the UK, with new figures from the Affiliate and Partner Marketing Association (APMA) confirming the industry’s incredible resilience and performance — even against a challenging economic backdrop. According to the newly released State of the Affiliate Nation 2025 report, UK brands invested a record-breaking £1.7 billion in affiliate and partner marketing throughout 2024 — up 9% year-on-year. This investment generated 360 million sales, contributing a staggering £2.2 million in revenue every hour. And there’s more: • Brands are seeing £16 in return for every £1 spent • 1 in every £7 spent on UK travel is now driven by affiliate activity • The channel powered 13% of all ecommerce revenue during Cyber Weekend • The biggest growth is coming from Comparison Shopping Services, technology partners, and subnetworks • Brands are now investing across the full customer journey, not just at the point of purchase • Nearly 70,000 affiliates are actively promoting over 7,400 brands and advertisers

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

**Join the Report Launch Webinar — Happening Today ** To mark the launch, the APMA is hosting a live webinar today, where industry leaders will unpack the key insights from the report and explore what they mean for brands and publishers in 2025 and beyond. Featured speakers include Carla Arrindell, Global Sales & Marketing Director at Optimise, Anthony Clements, Director at Connected Path and Rachel Said, Client Services Director at Genie Goals. Together, they’ll discuss the evolving partner landscape, emerging publisher models, and how smart brands are using affiliate to drive better results.

** Want to go deeper? ** The full 56-page report is free for APMA members and available to purchase for £550 + VAT via The APMA Shop Stay tuned for Optimise’s key takeaways from the session — or join the webinar to hear it all live.