Key stat: 7 of the 10 top affiliate publisher types increased coupon use in H1 2025, led by email where 50.1% of sales included a coupon, according to data provided to EMARKETER by Awin.

Beyond the chart:

• US affiliate marketing spending will exceed $12 billion in 2025, according to a September 2025 EMARKETER forecast.
• Cash back, loyalty, and rewards claimed the largest share of affiliate marketing ad spend last year (35%), followed by content (16%), per a June 2025 report by the Performance Marketing Association (PMA).

Use this chart: Marketers and retailers can use this chart to prioritize discount-focused partners in affiliate marketing and amplify coupon messaging, especially in email campaigns.

Related EMARKETER reports:

• Affiliate Marketing 2025 (EMARKETER subscription required)
• The Affiliate Marketing Opportunity (EMARKETER subscription required)

Note: Data was provided to EMARKETER by Awin.