Rakuten Advertising and Awin: The 10 Most Frequently Asked Questions and the 3 Biggest Mistakes
For Brazilian affiliates seeking professionalism and access to the biggest global retail brands — such as Nike, Sephora, AliExpress, HP, and hundreds of others — Rakuten Advertising and Awin represent the "gold standard". Unlike single-brand programs (like Amazon or Shopee), these networks function as aggregating platforms for advertisers.
When you register with them, you do not become an affiliate of Rakuten or Awin per se, but gain a passport to apply for hundreds of different programs in one dashboard. In the current affiliate marketing landscape in Brazil, where WhatsApp/Telegram is the main showcase, understanding how these networks operate is essential to scaling earnings and ensuring timely payments.
1. What are Rakuten Advertising and Awin and how do they work?
Rakuten and Awin are affiliate networks. They bridge the gap between brands (advertisers) and content creators (affiliates). The operation is simple: you create an account on the network, browse the partner brands, request affiliation with each of them, and, upon approval, generate your tracking links. The network takes care of the sales tracking technology and consolidates payments from various brands into a single invoice for you.
2. Do I need a CNPJ to register and receive payments?
Although both initially accept individuals, professional scaling requires a CNPJ (generally MEI or Microenterprise). This is because receiving amounts from abroad (especially at Rakuten) or from large national advertisers at Awin requires the issuance of an Invoice or the completion of accessory obligations. Receiving large amounts as an individual can incur a tax burden of up to 27.5% in IRPF, while in MEI or Simples Nacional this cost is drastically reduced.
3. How is payment made in Brazil?
Awin has a local operation and pays directly into Brazilian bank accounts in Reais (BRL). On the other hand, Rakuten Advertising, being a global company headquartered abroad, usually makes payments via international wire transfer or international payment platforms like Payoneer. It is important to be aware of foreign exchange conversion fees and receipt orders at your bank.
4. How much does an affiliate earn on these networks?
Commissions vary drastically depending on the advertiser and product category. In fashion retail, rates typically range from 5% to 12%. In electronics, margins are lower (1% to 4%). The differentiator of these networks is the volume: you can promote luxury brands where a single sale generates a significant commission, or fast-moving consumer goods with high turnover.
5. Can I promote links directly on WhatsApp and Telegram?
Yes, but with caution. WhatsApp/Telegram may flag affiliate links as spam if you engage in "pure spam" in comments or DMs. The correct way is to use the Bio, Stories (through link stickers), and, primarily, automation.
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The questions our community asks the most
If one of these questions is what's holding your start back, it's probably answered right below.
Is it worth joining several affiliate programs at once?
Yes, as long as you organise promotion by group and category instead of mixing everything into one blast. Scheduled posting keeps two or three programs active without losing rhythm.
What is Awin and how does it work?
It is a network that gathers many brands' affiliate programmes in a single dashboard: you register once, request approval per advertiser and generate every link in one place.
What is Rakuten Advertising?
Another affiliate network, focused on larger brands and more formal contracts. The mechanics are the same: join the network, get approved per advertiser and receive commission from the network.
How does an affiliate programme work?
You register, receive a tracking code, generate product links and earn commission on the resulting sales. The store handles stock, delivery and support; your job is picking the right offer for the right audience.
Do I need a company to join an affiliate network?
Not to start: most accept individuals and pay into a personal bank account. A company becomes an accounting decision once revenue grows.
Which affiliate program pays the highest commission?
Digital products usually pay the highest percentage per sale, fashion and beauty sit in the middle, and electronics pay less in percentage but more per order. Combining a high-volume marketplace with one digital product works best.