H&M Affiliate Program
The H&M affiliate program pays up to 7% per sale with a 14-day cookie window, and is available to LinkApprove creators and publishers in the US, the UK, the EU, and Canada without a separate application.
Last reviewed by the LinkApprove partnerships team
14days to convert
Shorter than the 18-day median in fashion & apparel. Attribution closes on day 14, which matters most for content readers return to rather than act on immediately.
Program fit score
2.1/5
- Commission per conversion
- 40%
- Cookie window
- 25%
- Average order value
- 20%
- Region breadth
- 15%
Computed from this program’s own terms against 32 programs in its category. How this is calculated
01Overview
About the H&M affiliate program
H&M is the volume play in this category. The range covers everyday basics, Divided for the teen market, kidswear, home, and beauty, and the price architecture is low enough that a shopper will drop four items into a basket without pausing to think about any of them. Its geographic reach is the broadest of any brand in this directory.
The trade-off is arithmetic. A headline rate near the top of the fashion range still produces a small number when the average basket sits under seventy dollars, and H&M Member pricing means its audience has been trained to wait for a code before checking out. Return rates on low-price apparel are high, and returns claw commission back weeks after the sale is first reported.
H&M is one of the highest-click and lowest-earning-per-click programs LinkApprove tracks, because traffic volume is never the problem and basket size always is. Creators who build a full outfit into a single link consistently do better than those pushing one item at a time.
02Conversion
Why H&M converts
- Low entry prices remove the hesitation step, so clicks convert within the same session far more often than at premium apparel brands
- Designer collaborations and the Divided and Studio drops create genuine, dateable content moments
- Coverage across apparel, kidswear, home, and beauty lets one program serve fashion, family, and interiors content from a single relationship
- Member-only pricing and near-constant promo codes give deal publishers something usable to post nearly every week
03Audience fit
Which creators this suits
- Budget and haul creators working in short-form video
- Family and kidswear publishers
- Deal and coupon sites with an established discount audience
04Getting started
How to join the H&M affiliate program
- 1Create a free LinkApprove partner account and submit your content channels for review.
- 2Once approved, usually within two business days, open the program directory and find H&M.
- 3Generate a deep link to any H&M product page, adding sub-IDs for the platform or campaign you are publishing to.
- 4Publish, then track clicks and validated commission in one balance alongside every other program you run.
Because LinkApprove already holds the upstream approval, you do not submit a separate application to H&M.
05Attribution
When you get paid on this program
Full thresholds, rails and schedules are on the payouts page.
06FAQ
Common questions
How much does the H&M affiliate program pay?
The H&M affiliate program pays Up to 7% per sale (rate is tiered by product category, and home and beauty sit at the bottom of the range). Average order value on the program is $65, so commission per conversion is calculated against that basket rather than a single item price.
What is the cookie duration for the H&M affiliate program?
The H&M program has a 14-day cookie window. A purchase made after that window has closed is not attributed to you, which is why content timing matters on this program.
How do I join the H&M affiliate program?
You can join the H&M affiliate program through LinkApprove without applying to H&M directly. LinkApprove already holds the upstream approval, so once your LinkApprove partner account is approved you can generate tracked links to any H&M product page immediately.
Which countries does the H&M affiliate program accept?
The H&M program accepts traffic from US, UK, EU, CA. Traffic from outside these regions may not be attributed even when the click is tracked, so check your audience geography before committing content to it.
Fashion & apparel
How H&M compares in its category
Fashion is the highest-volume vertical on LinkApprove and the one where creator content outperforms every other traffic type. Cookie windows are short, typically 7 to 30 days, so conversion depends on posting close to the moment of intent. The programs below all accept social and short-form video traffic.
| Program | Commission | Cookie | Avg. order |
|---|---|---|---|
| Abercrombie & Fitch | 7% per sale | 45 days | $115 |
| AllSaints | Up to 7% per sale | 30 days | $210 |
| Anthropologie | 6% per sale | 30 days | $155 |
| Aritzia | 6% per sale | 14 days | $180 |
| ASOS | Up to 6% per sale | 30 days | $88 |
| Banana Republic | Up to 5% per sale | 7 days | $130 |
| Coach | Up to 6% per sale | 14 days | $310 |
| COS | 6% per sale | 30 days | $165 |
| Everlane | 6% per sale | 30 days | $125 |
| Farfetch | Up to 7% per sale | 30 days | $540 |
| Free People | 5% per sale | 14 days | $135 |
| Gap | Up to 4% per sale | 7 days | $95 |
| H&M (this program) | Up to 7% per sale | 14 days | $65 |
| J.Crew | 5% per sale | 7 days | $145 |
| Karen Millen | Up to 7% per sale | 30 days | $150 |
| Lands' End | Up to 6% per sale | 30 days | $120 |
| Levi's | 8% per sale | 30 days | $110 |
| Macy's | Up to 4% per sale | 10 days | $130 |
| Madewell | 6% per sale | 14 days | $130 |
| Mango | 7% per sale | 30 days | $95 |
| Michael Kors | Up to 7% per sale | 14 days | $225 |
| Nordstrom | 2% per sale | 14 days | $180 |
| Reformation | 8% per sale | 30 days | $240 |
| Reiss | Up to 6% per sale | 30 days | $230 |
| Revolve | Up to 8% per sale | 14 days | $310 |
| Steve Madden | 5% per sale | 7 days | $95 |
| Superdry | Up to 6% per sale | 30 days | $105 |
| Ted Baker | Up to 6% per sale | 30 days | $165 |
| Tory Burch | Up to 8% per sale | 21 days | $295 |
| Uniqlo | 4% per sale | 7 days | $75 |
| Urban Outfitters | 4% per sale | 7 days | $85 |
| Zara | 5% per sale | 7 days | $95 |
Related programs
Programs partners often run alongside this one
Creators and publishers
Promote H&M and every other program in the directory from one account, with a single payout. Free to join, from 1,000 followers.
Advertisers
Recruit vetted creators across the UK, EU and US without managing hundreds of individual partner relationships.
Promote H&M from today
Join LinkApprove free and generate your first tracked H&M link once approved. No separate application, and no advertiser approval queue.