Awin, Impact, CJ and Rakuten: Merchant Counts From the Networks API

People searching for how many merchants a network has are usually comparing networks before they sign up or build on one. A single number can mislead, because a network lists every merchant it has ever carried and only some are switched on. This article uses the Affiliate.com Networks API, pulled on October 28, 2026, to give listed and active merchant counts for Awin, Impact, CJ and Rakuten.

Merchant counts for the four networks

Each network is split into one entry per country, so the figures below add up all of its country entries. Active merchants are those that are not paused.

• Awin has the most active merchants of the four and the widest reach. Its 2,552 active merchants are spread over 23 countries.
• Impact has the most products. It carries 344.0M products, and 307.2M of them are in its US entry.
• The share that is active ranges from 57% to 72%. Impact is the highest and CJ is the lowest.

How many merchants does Awin have?

Awin lists 3,884 merchants across 23 country entries and has 2,552 active, which is 66%. Its US entry alone lists 1,119 and has 872 active. Its entries include Brazil, Poland, Romania, Hungary and Czechia, none of which Impact has an entry for.

How many merchants does Impact have?

Impact lists 2,554 merchants across 15 country entries and has 1,841 active, which is 72%. The US entry is the largest single network entry among the four, with 1,743 listed and 1,269 active.

How many merchants does CJ have?

CJ lists 1,288 merchants across 14 country entries and has 729 active, which is 57%. Its US entry lists 595 and has 358 active, and it carries 53.6M products in the US.

How many merchants does Rakuten have?

Rakuten lists 952 merchants across 9 country entries and has 582 active, which is 61%. One of those entries, New Zealand, has no merchants listed or active. The US entry lists 564 and has 376 active.

Pulling the counts yourself

The Networks API can search by network name. This request returns every Awin entry, largest by active merchants first.

{
  "search": "Awin",
  "record_type": "products",
  "sort_by": "merchant_count_active",
  "sort_order": "desc",
  "per_page": 100
}

Each entry comes back with its listed and active merchant counts and its product count. This short function adds the entries for one network into a single summary.

function summarizeNetwork(entries) {
  const listed = entries.reduce((sum, e) => sum + e.merchant_count, 0);
  const active = entries.reduce((sum, e) => sum + e.merchant_count_active, 0);
  const products = entries.reduce((sum, e) => sum + e.product_count, 0);
  return {
    countries: entries.length,
    listed,
    active,
    activeShare: Math.round((active / listed) * 100),
    products,
  };
}

Run on the four networks above, it returns 23 countries and 2,552 active merchants for Awin, and 15 and 1,841 for Impact. The country entries for each network are worth looking at too, as in searching top networks in your region.

Things to keep in mind

• These counts are not unique merchants. A brand that appears in several countries is counted once in each, so the totals overstate how many different brands a network has.
• Active is not the same as listed. Check the active count before choosing a network. The post on merchant and product counts by network shows where to find both.
• The numbers move. Networks pause and resume merchants, so these figures are a snapshot from one day.
• Working across networks is easier with one query layer. The post on going from 30 networks to one query layer covers how teams do it.
• Other networks are large too. TradeTracker has 1,350 active merchants across 16 countries and Adtraction has 1,183 across 12. A country-level view is in affiliate networks by country.

The short version: Awin is the broadest, Impact has the most products and the highest active share, and CJ and Rakuten are smaller but strong in the US. Counting active merchants gives a fairer comparison than counting what a network lists.