---
title: "Diversify your partner mix"
slug: "diversify-your-partner-mix"
tags: ["New Awin"]
updated: 2026-08-11T11:07:00Z
published: 2026-08-11T11:07:00Z
canonical: "help.awin.com/diversify-your-partner-mix"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.awin.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Diversify your partner mix

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.

> [!NOTE]
> 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

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](/advertisers/docs/find-partners-for-your-program).

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](http://app.awin.com/{locale}/awin/advertiser/{advertiserId}/support).