Amazon Associates vs Rakuten
Amazon Associates
The world's largest affiliate marketing program providing creators and publishers global product monetization
Publishers using it: 14 · incl. OnlineBookClub, TechCrunch, BroadwayWorld
Publishers running both: 2
Last verified Oct 19, 2026
At a glance
- Amazon Associates scores 4.0/5 and Rakuten scores 3.8/5 in Benchmark Grid's independent affiliate networks benchmark, both assessed on the same 10 criteria.
- The widest gaps are commission rates & payout terms (Amazon Associates 2.2, Rakuten 3.8) and reporting & api (Amazon Associates 4.4, Rakuten 3.5).
- Amazon Associates is built for small and mid-market publishers; Rakuten for mid-market and enterprise.
- On total cost of ownership Amazon Associates scores 4.2 and Rakuten 4.0 (higher means better value, not a lower price).
- In our tracking 14 publishers use Amazon Associates and 3 use Rakuten; 2 run both.
- Scores last verified 19 Oct 2026. Vendors cannot pay for a score or a position.
Where they differ
Amazon Associates is stronger on reporting & API (4.4 vs 3.5), integration (3.8 vs 3.0) and link automation & commerce content tools (4.5 vs 3.8).
Rakuten is stronger on commission rates & payout terms (3.8 vs 2.2).
Which one fits
Choose Amazon Associates if…
- You publish at small and mid-market scale.
- You weight reporting & API, integration and merchant & programme coverage heavily — Amazon Associates leads on those in this benchmark.
Choose Rakuten if…
- You publish at mid-market and enterprise scale.
- You weight commission rates & payout terms and payment reliability & thresholds heavily — Rakuten leads on those in this benchmark.
Also weighing these
The nearest-scored tools to Amazon Associates and Rakuten in this benchmark, listed A to Z.
- 3.8AwinA global affiliate marketing platform connecting publishers with diverse advertisers to drive performanceRead review
- 3.7CJ.comA global affiliate marketing network connecting publishers with premium brand advertisersRead review
- 3.9ImpactComprehensive partnership management platform for automating affiliate, influencer, and creator growthRead review
- 3.8Stay22AI-powered monetization platform helping publishers and creators turn travel intent into booking revenue.Read review
All 12 scored tools are in Best Affiliate Networks for Publishers.
Who uses them
Publishers we have detected running each tool, from ads.txt, site code and published case studies. Agencies, brands and vendors are excluded.
Running both (2): PCWorld, MacRumors
Amazon Associates only · 12
Rakuten only · 1
Head to head
| Criterion | Amazon Associates | Rakuten |
|---|---|---|
| Commission rates & payout terms14% of capability | 2.2 | 3.8 |
| Merchant & programme coverage14% of capability | 4.9 | 4.2 |
| Tracking accuracy & attribution14% of capability | 4.2 | 3.5 |
| Link automation & commerce content tools12% of capability | 4.5 | 3.8 |
| Payment reliability & thresholds10% of capability | 3.8 | 4.5 |
| Reporting & API10% of capability | 4.4 | 3.5 |
| Product feeds & price comparison8% of capability | 4.3 | 3.6 |
| Disclosure & compliance tools6% of capability | 3.5 | 3.0 |
| Integration6% of capability | 3.8 | 3.0 |
| Publisher approval & programme access6% of capability | 3.0 | 2.5 |
| Capability45% of composite | 3.9 | 3.7 |
| Publisher fit40% of composite | 4.0 | 4.0 |
| Total cost of ownership15% of composite | 4.2 | 4.0 |
Cost of ownership
| Sub-score | Amazon Associates | Rakuten |
|---|---|---|
| Pricing transparency | 4.3 | 3.0 |
| Entry cost | 4.4 | 4.8 |
| Implementation cost | 4.0 | 4.0 |
| Hidden-fee risk | 4.4 | 4.0 |
| Ongoing cost | 3.9 | 4.0 |
Amazon Associates pricing
Free to join; performance-based commission model with rates typically between 1% and 20% depending on product category.
Rakuten pricing
Free for publishers to join; advertisers pay custom pricing (performance commissions plus negotiated monthly platform and setup fees).
What users say
Amazon Associates
25 positive · 23 neutral · 14 negative
Rakuten
1 positive · 4 neutral · 1 negative
Mentions we could not tie to a real user, and those flagged as promotional, are excluded. Sentiment is opinion, and is independent of the verified publisher adoptions above.
Amazon Associates scores 4.0 and Rakuten scores 3.8 in Benchmark Grid's independent Best Affiliate Networks for Publishers benchmark (benchmarkgrid.com/vs/amazon-associates/rakuten, verified Oct 19, 2026)
Common questions
How do Amazon Associates and Rakuten differ?
Amazon Associates is stronger on reporting & API (4.4 vs 3.5), integration (3.8 vs 3.0) and link automation & commerce content tools (4.5 vs 3.8). Rakuten is stronger on commission rates & payout terms (3.8 vs 2.2). Neither is better in the abstract — which one suits you depends on which of those dimensions carries the most weight in your operation.
Which is cheaper, Amazon Associates or Rakuten?
On total cost of ownership — pricing transparency, entry cost, implementation, hidden-fee risk and ongoing cost — Amazon Associates scores 4.2/5 and Rakuten scores 4.0/5. A higher score means better value, not a lower sticker price.
How are these scores calculated?
Each tool is assessed against its category's published criteria (10 in this benchmark), which make up Capability (45% of the composite), Publisher fit (40%) and Total cost of ownership (15%). Assessment is carried out by SODP's editorial team against a published methodology. Vendors cannot pay for inclusion, scores or positions.
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Both tools are scored in Best Affiliate Networks for Publishers. See alternatives to Amazon Associates or alternatives to Rakuten.
Weighing a third option? Add a tool to this comparison.
Where to next
Four questions, and a scored stack across every benchmark — not just Best Affiliate Networks for Publishers
Every scored tool in Best Affiliate Networks for Publishers, with the criteria behind each number
Every category, independently scored
Related comparisons
Other head-to-heads publishers look at in Best Affiliate Networks for Publishers.
