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.
- Free to join
- No separate H&M application
- Decision usually within 2 business days
Last reviewed by the LinkApprove partnerships team
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.
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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.
Program fit score
Weighted against 46 fashion & apparel programs
2.5/ 5
| Factor | Weight | Points |
|---|---|---|
| Commission per conversion | 40% | 0.90 |
| Cookie window | 25% | 0.55 |
| Average order value | 20% | 0.40 |
| Region breadth | 15% | 0.63 |
Cookie window
16 days shorter than the median
14days
Shorter than most fashion & apparel programs, so content works best close to the moment of purchase. Dots are the 46 programs in fashion & apparel; the range is 7–45 days.
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 account on LinkApprove and submit your content channels for review.
- 2Get approved, usually within two business days, then find H&M in the program directory.
- 3Generate a deep link to any H&M product page, adding sub-IDs for the platform or campaign.
- 4Publish and track clicks and validated commission in one balance alongside every other program you run.
LinkApprove already holds the upstream approval, so you don’t submit a separate application to H&M.
Create a free account05Attribution
When you get paid on this program
- ClickDay 0
- PurchaseWithin 14 days · cookie
- ValidatedAdvertiser confirms · 30–60 day hold
- PaidNext payout run
- Minimum (wallets)
- $100
- Minimum (wire)
- $1,000
- Schedule
- Monthly → daily
EPC isn't published yet: our sample on this program is too small to mean anything. Full thresholds, rails and schedules are on the payouts page.
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.
- Crocs≈ 1.1%30 days€44
- Everlane6%30 days$125
- Farfetchup to 7%30 days$540
- Free People5%14 days$135
- Gapup to 4%7 days$95
- H&Mup to 7%14 days$65
- Halaraup to €8.2930 daysNot published
- J.Crew5%7 days$145
- Karen Millenup to 7%30 days$150
- Lands' Endup to 6%30 days$120
- Levi's8%30 days$110
Showing 11 of 46 programs. Commission and cookie figures are indicative and set by the advertiser.
Compare all 46 programs06FAQ
Common questions
Something else? Contact the partnerships team.
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.
Related programs
Programs partners often run alongside this one
For creators
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.
- Free to join
- From 1,000 followers
- One payout
For brands
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.