New Awin and Awin Classic
The partner discovery tools referenced in this article are available in both the new Awin and Awin Classic. For the best experience, we recommend using the new Awin.
A strong affiliate program isn’t built on one type of partner. This article explains why a diverse partner mix matters, how different partner types support your goals, and where to find them on Awin.
Why a diverse partner mix matters
Working with a range of partner types helps you test different strategies, reach broader audiences, and build a more resilient program. A balanced mix means you’re not overly reliant on one type of partner - and gives you the flexibility to adapt as your goals evolve.
Start with your strategy
Before exploring partnerships, take time to define:
Your business goals - For example: brand awareness, new customer acquisition, product launches, or increasing average order value.
Your budget and margins - To set realistic commission structures.
Your brand values and ambitions - To find partners who are a genuine fit.
The role of affiliate marketing in your wider plan - To prioritize the right partner types.
Understanding these helps you make smarter choices and avoid wasting time on partners that aren’t right for your program.
Tip
Keep an eye on what your competitors are doing - which promotions they’re running, what product information they’re sharing with partners, and where they’re appearing. This insight can reveal gaps and opportunities in your own strategy.
How different partner types support your goals
Here’s how various partner types can align with your objectives:
Cashback sites - Great for driving volume and boosting brand awareness.
Social media and influencers - Ideal for launching new products and building a loyal customer base.
Voucher and discount sites - Help increase average order value by promoting offers that encourage larger baskets.
Closed user groups and loyalty platforms - Perfect for targeting niche audiences like students or NHS workers with exclusive deals.
CSS (Comparison Shopping Services) partners - Extend your reach on Google Shopping, especially for long-tail products. They handle the setup, making it a cost-effective way to tap into this channel.
Find the right partners
New Awin
From Partnerships > Overview, use the Find partners search tool, Smart Search, or browse your Recommended partners to discover the right mix for your program. You can filter by promotional type, sector, and region to narrow your search. For a full walkthrough of these tools, see our guide.
Awin Classic
In Awin Classic, use Publishers > Search > Partner Discovery to browse and filter partners by type, sector, and region. You can also explore the Opportunity Marketplace via Publishers > Opportunity Marketplace, which highlights active partnership opportunities from partners who are ready to collaborate.
For an additional discovery method, use SimilarSites.com to find websites similar to your top-performing partners, then check whether they’re already on Awin.
Partner gap analysis
If you want to grow your program more strategically, a partner gap analysis is one of the simplest ways to uncover high-value partners you may be missing. It highlights partners you’re not currently working with, giving you clear insight into where your biggest growth opportunities lie.
Any advertiser can request a gap analysis at any time. In most service packages, this is already included. Self-managed programs can purchase it for a small fee - limited to two purchases per calendar year, per program.
Contact us to get started. If you have a dedicated Awin contact, please reach out to them. If not, you can get in touch with our support team by filling out the contact form.