Picking the right affiliate network is the first decision you makes when launching. Pick wrong, and you spend months migrating. Here is how I evaluate Amazon Associates, ClickBank, and Rakuten for clients.
What each network actually is
Amazon Associates
The largest affiliate program in the world. Every physical product on Amazon is in it. Commission rates are low (1-4% depending on category) but conversion is high because people trust Amazon. Best for: physical product reviews, gift guides, “things you might want to buy” content.
ClickBank
Affiliate network focused on digital products: e-books, courses, software, info products. Commission rates are high (50-75%) but conversion depends entirely on the product quality and your audience match. Best for: digital product recommendations, niche info products, courses.
Rakuten
Affiliate network with hundreds of well-known retail brands (Best Buy, Walmart, Target, Macy, etc). Commission rates vary widely (2-10%). Best for: brand-specific content, comparison reviews, multi-retailer guides.
The matching criteria
What are you promoting?
If it is physical products, Amazon is the default. If it is digital products, ClickBank. If it is a mix of brand-name retailers, Rakuten. Most affiliates use one primary network and supplement with one or two others.
What is your audience?
Amazon works for general consumers. ClickBank works for people already shopping for digital products. Rakuten works for people comparing specific brands. Match the network to the audience.
What is your commission tolerance?
Amazon pays 1-4%. If you need 30%+ to make the work worthwhile, Amazon is not for you. ClickBank and some Rakuten programs hit those rates.
How I structure multi-network sites
For sites that mix physical and digital products, I run Amazon for physical and ClickBank for digital. For sites that need brand-specific retail content, I add Rakuten as a third network.
Each network has its own tracking and reporting. The link management is the work — every outbound link gets a network-specific template so I can swap programs without breaking URLs.
The honest answer
Pick one network first. Get good at it. Add a second when the first is humming. Most affiliates spend too much time setting up networks and not enough time writing the content that drives conversions.