Don’t get me wrong, in order to reach a status of a super affiliate, that particular affiliate should be driving a substantial amount of traffic to the retailer and generating a decent revenue. Commission Juction categorizes larger affiliates as “Top Performers” and it order to qualify, one must have a CJ Marketplace account and have been paid at least $10,000 USD in commissions per month for the last three months.

Over the last 3 years, companies that are typically merchants are getting into the affiliate game. A good example is DiscoverCard. They came storming into the scene and in 2007, Discover was recognized as the “Best New Affiliate” in the Linkshare Golden Links Award in NYC on June 19, 2007. It is no surprise that they are not only a super affiliates but Mega affiliates with their millions of DiscoverCard customer. One of their biggest angle is to offer a CASH BACK to the consumer for their purchase by clicking through the Mega affiliate’s link. Another notable Mega Affiliate is Bing which is supported by Microsoft.

What really puzzles me is the fact that the retailers have with these Mega Affiliates. Yes, it is imperative to have a relationship with them but at what cost? If you are paying your public affiliates 2% on all goods bought on your website and you offer these Mega affiliates more than 10% commission, where is the logic behind this? I have worked at an electronics retailer and competition is fierce and consumers are not only price sensitive, most tech savvy consumers will scour the ends of the world to save a penny. Thus, one is often squeezed by manufacturers to be competitive. I noticed that there was an electronics retailer offering 10% cash back to Bing’s users when they purchased through Bing’s links.

Today, I noticed that Wal-Mart is offering 20%. Yes, 20% on Bing.com. If you do some quick math, 20% is basically 1/5 off on a product. On Average, they are offering 1%-4% through their affiliate program on Linkshare and have been constantly shaving commission via their Linkshare program. So if Bing.com is able to offer 20% kick back to their customer base, then either Wal-Mart is offering at least 20% or Bing is subsidizing 16-19% on each transaction for their customer base.

Let’s look at this in a logical way, I am a firm believer in rewarding for performance but not to the extend where it cuts into your profit margin. In the long run, this is not a sustainable strategy where the merchant will bleed to death. And if the Mega affiliate is dumping money to promote a merchant, that is a great relationship for the merchant.