Awin vs Tradedoubler: how to compare UK network quotes

What to take away

How UK publisher coverage differs

Awin is the larger of the two in Britain. Its publishers cover cashback, voucher codes, content sites and price comparison, which helps in fashion, homeware and travel. Size matters less than depth in your own category.

Tradedoubler runs a smaller UK base, concentrated in similar verticals. It has traded since 1999 and is listed in Stockholm, a history set out in its Wikipedia entry.

Judge coverage with a question, not a brochure. Ask each network how many publishers generated at least one sale in your category over the last 12 months.

Retail demand also moves with the wider market. The ONS publishes monthly UK retail sales data, which is a useful check before you fix a commission budget for the year ahead.

What local account management looks like

Both networks assign a named contact, usually once your monthly commission passes an agreed level. The difference is workload: Awin managers tend to carry larger books of merchants, while Tradedoubler's smaller UK team can often reply faster outside peak trading periods.

Ask what happens in November and December. Peak cover, out-of-hours contact and a named backup matter more than the job title on the welcome email.

Whoever you sign with, your publishers must disclose paid links. The ASA's online affiliate marketing guidance sets out how the CAP Code applies, and both merchant and publisher carry obligations.

Ask about overrides, set-up fees and GBP payouts

Neither network publishes a single UK price list. Both quote an override percentage on the commission your publishers earn, plus a set-up fee and sometimes a monthly minimum.

Test the quotes with one shared assumption. If publishers earn £10,000 in commission over 12 months, a 30% override costs £3,000 and a 25% override costs £2,500, a £500 gap. These are illustrative figures, not quotes.

Then check the extras: set-up fee, monthly minimum, de-duplication rules, and whether the override applies to commission or to sale value.

Commission you pay out is a deductible trading expense, and commission you earn is taxable turnover. Our guide to VAT rules on affiliate commission explains when a merchant or publisher crosses the registration threshold.

Payouts are the simpler part. Both networks settle UK publisher balances in pounds, normally by bank transfer once the threshold is met.

Run a like-for-like comparison

Run both networks through the same five steps.

Before you fix a commission rate in the contract, check what publishers in your sector typically earn. Our guide to average affiliate commission rates gives UK benchmarks you can use to sense-check both quotes.

Common questions

These are the questions UK merchants raise most often when they weigh the two networks against each other.

Does Awin or Tradedoubler pay UK publishers in pounds?

Both settle UK publisher earnings in pounds sterling, usually by bank transfer once the balance clears the payout threshold. Confirm the current threshold and payment run in writing, because terms change.

Which network is cheaper for a small shop?

Neither publishes a rate card, so cost depends on the override and extras you negotiate. A lower override is better value only if the network's publishers convert in your category.

Can I run both networks at the same time?

Yes. Many merchants do, but check publisher overlap and de-duplication rules so you do not pay twice for one sale. Two set-up fees also need to earn their place.

How quickly do publisher sales build?

Most programmes need a recruitment period before sales settle into a pattern. Treat the first quarter as recruitment rather than a performance test.