Why I Almost Never Recruit Coupon Sites First
This is probably my most controversial opinion in affiliate marketing, but I believe the strongest affiliate programs aren't built by capturing demand. They're built by creating it.
When I start working with a new affiliate program, one of the first questions I hear is:
"Should we recruit coupon and cashback partners first?"
My answer is almost always the same.
Not yet.
That's not because coupon and cashback partners don't work. They absolutely do. The problem is that many brands recruit them before they've built enough demand for those partners to amplify.
Coupon sites are often the last stop in the customer journey
Think about your own buying behavior.
You discover a product through social media, a review article, YouTube, or a "Best X" listicle. You compare your options, visit the brand's website, and only then search for:
Brand coupon
Brand promo code
Brand discount
That's where coupon and cashback partners typically enter the journey.
They're incredibly effective at converting shoppers who are already close to purchasing. Under traditional last-click attribution, they often receive credit for the sale even if another publisher introduced the customer much earlier.
That's exactly why they're valuable. It's also why they usually aren't my first recruitment priority.
In a healthy affiliate program, the customer journey often looks like this:
Discovery → Consideration → Coupon/Cashback → Purchase
Build demand before you harvest it
One of the biggest mistakes I see is brands launching an affiliate program by focusing almost entirely on:
Coupon sites
Cashback sites
Loyalty partners
Those partnerships can generate strong conversion volume, but they're often reaching customers who already know about your brand.
Instead, I like to start with partners that create demand:
Editorial publishers
Product review sites
Buying guides
Relevant creators
Industry publications
Niche communities
These partners introduce new customers to your brand, answer questions during the consideration phase, and build trust long before someone searches for a discount code.
Content matters even more in the age of AI
A few years ago, the goal of partnering with editorial publishers was simple: rank well in Google.
Today, discovery looks different.
Consumers are asking ChatGPT, Gemini, Claude, Perplexity, and Google's AI Overviews for recommendations. As a result, editorial partnerships have become even more valuable.
You're no longer just buying a placement.
You're potentially buying a citation.
A well-written review or comparison article can continue influencing buying decisions long after it's published by being referenced in AI-generated recommendations alongside traditional search results.
When I evaluate editorial partnerships today, I don't just ask, "Will this rank on Google?" I also ask, "Will this content become part of the conversation AI is having with potential customers?"
So when should you recruit coupon and cashback partners?
Once you've built enough demand for them to amplify.
When customers are actively searching for your brand by name, coupon and cashback partners become incredibly effective. They can improve conversion rates, reduce cart abandonment, and provide additional exposure through their own audiences and promotional channels.
They shouldn't be the foundation of your affiliate program.
They should be an amplifier.
Final thoughts
The best affiliate programs don't recruit the partners that generate the quickest commission.
They recruit the partners that build the strongest customer journey.
Build awareness.
Create demand.
Capture demand.
That's why I almost never start with coupon sites.
Want a clearer view of what to prioritize in your affiliate program? I offer affiliate program audits that assess where your program stands today and deliver practical recommendations for what to improve next.
