How sub-affiliating works mechanically
A typical affiliate link looks like this:
https://merchant.com/?ref=parentaffiliateA sub-affiliate's version adds a SubID:
https://merchant.com/?ref=parentaffiliate&subid=janeWhen someone clicks the second link and converts, the merchant pays the parent affiliate the commission. The parent affiliate's dashboard shows the conversion attributed to subid=jane, and the parent then forwards Jane's portion of the commission to her separately (often minus a slice they keep as the "parent" affiliate).
The SubID parameter is a generic tracking field built into most affiliate networks. It's commonly used for other purposes too — tagging traffic source ("subid=youtube_video1"), tagging campaign ("subid=spring_promo"), or A/B test variants ("subid=variant_a"). When used to track sub-affiliates, it doubles as both a tracking field and a payment-attribution mechanism.
Where sub-affiliating actually happens
Sub-affiliate structures are most common in three categories:
- Coupon and deal sites. A large coupon platform like RetailMeNot, Honey, or Slickdeals signs the direct affiliate deal with thousands of merchants, then re-syndicates them to smaller coupon sites as sub-affiliates. The smaller site doesn't need to apply to every merchant individually.
- Media-buying networks. In paid-traffic affiliate marketing, networks like MaxBounty and ClickDealer operate as sub-affiliate hubs — they're the direct affiliate with the merchant, and individual media buyers run traffic to those offers as sub-affiliates.
- Influencer agencies. Some agencies hold the master affiliate account with major brands and onboard influencers as sub-affiliates so the influencers don't have to apply individually.
For content-driven affiliate marketing — blogs, YouTube channels, newsletters — sub-affiliating is rare and usually undesirable. The direct route (sign up with the merchant or network yourself) is almost always better.
Sub-affiliate vs second-tier affiliate program
The two terms are sometimes confused but mean different things:
- Sub-affiliate: Promotes the merchant through another affiliate's link with a SubID. The merchant pays the parent affiliate; the parent splits with the sub.
- Second-tier affiliate program: Earns a small commission when an affiliate you referred to the merchant earns commission. Example: you recruit Jane to sign up for the merchant's affiliate program; when Jane earns $100 in commission, you earn $5 (5% second-tier rate). The merchant pays both you and Jane directly — no parent/sub relationship.
Most legitimate affiliate programs do not have second-tier commissions. Programs that emphasize "earn from your team" or "recruit other affiliates and earn from them" are usually MLM-style structures rather than performance-based affiliate marketing. There are exceptions (ConvertKit's program has a small second-tier component, for example), but as a category, "recruit-other-affiliates" comp is a red flag.
When sub-affiliating makes sense
Honestly: rarely, for most affiliates. The trade-offs are unfavorable:
- You earn less than the direct affiliate would (the parent takes a slice).
- You have no direct relationship with the merchant — no exclusive deals, no custom rates, no recourse if the parent's account is terminated.
- Your account is fundamentally tied to the parent — if they leave the merchant or get banned, your tracking breaks.
The one scenario where it's reasonable: a merchant has flatly rejected your direct application but is willing to let another affiliate sub you in. Even then, treat it as a stopgap — keep working on the credentials that get you approved directly, and migrate as soon as you can.
For most affiliates, the better play is to learn the merchant landscape directly via major networks and in-house programs.