# 214: Affiliate Marketing for D2C Sales of Inventions

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2024-02-22
- Length: 25m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions
- Listen: https://productstartup.com/podcast/214-affiliate-marketing-for-d2c-sales-of-inventions/

## Summary

Alex Back, founder of Couch.com and former founder of Apt2B, explains how hardware startups can leverage affiliate marketing to drive direct-to-consumer sales. He details the mechanics of affiliate platforms like Impact and CJ Affiliate, emphasizing the importance of offering aggressive commissions to secure early reviews from influencers and editorial sites like Wirecutter and Apartment Therapy. Back argues that this strategy builds long-term brand equity and SEO value, even if it sacrifices short-term profitability.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions#t=0) Introduction: Alex Back and Couch.com
- [4:46](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions#t=286) Defining Affiliate Marketing and Compensation Models
- [9:07](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions#t=547) Setting Up Affiliate Platforms and Tracking
- [12:36](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions#t=756) Finding Affiliates and the Importance of Product Quality
- [15:16](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions#t=916) Strategy: Aggressive Commissions for Early Reviews
- [20:19](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions#t=1219) Long-Term Value: Evergreen Content and Brand Equity
- [22:06](https://hardwarepodcasts.com/podcast/product-startup/2024-02-22-214-affiliate-marketing-for-d2c-sales-of-inventions#t=1326) Couch.com: Bridging Online and Brick-and-Mortar Furniture

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)

## Most relevant to

early-stage companies

## Mentioned

- Couch.com (company)
- Apt2B (company)
- Impact (tool)
- CJ Affiliate (tool)
- Share a Sale (tool)
- Wirecutter (other)
- Apartment Therapy (other)
- Better Homes and Gardens (other)

## Related episodes from other shows

- [#62 Affiliate & Influencer Marketing 101 with Kim Biddle](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-09-20-62-affiliate-influencer-marketing-101-with-kim-biddle) (The Startup CPG Podcast)
- [Advice Line with Justin McLeod of Hinge](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-07-17-advice-line-with-justin-mcleod-of-hinge) (How I Built This)
- [Advice Line with Kenneth Cole](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-16-advice-line-with-kenneth-cole) (How I Built This)
- [Wayfair: Niraj Shah & Steve Conine (2018)](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-08-24-wayfair-niraj-shah-steve-conine-2018) (How I Built This)
- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (How I Built This)

## Citing this page

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