Affiliate Roundup: Sephora’s Affiliate Play, Capital One Settlement, Awin’s $100M Win, & More

This week in FMTC’s Affiliate Roundup: Sephora launches its own affiliate platform to compete with LTK and ShopMy while gaining more control over influencer partnerships, Capital One settles a class-action lawsuit with influencers over disputed commission hijacking in coupon workflows, and Awin’s Conversion Protection Initiative reports over $100 million in recovered revenue—returning nearly $9 million in commission to affiliates.

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• E-commerce is moving fast from traditional websites to mobile apps and AI-driven shopping, where personalization and speed are winning over consumers. Brands that lean into app-first experiences and AI tools are capturing stronger loyalty and sales.

• PartnerBoost is teaming up with Walmart to equip marketplace sellers with affiliate marketing tools aimed at driving growth.

• Affiliate marketing is undergoing rapid evolution—shifting from simple commissions to AI insights, dynamic content formats, and more strategic brand-influencer collaborations.

• Capital One has agreed to settle a class-action dispute with influencers who alleged it hijacked affiliate commission by inserting itself as the final “click” in coupon workflows.

• Sephora is launching its own affiliate platform to go head-to-head with players like LTK and ShopMy, aiming for greater control over influencer partnerships and commission structures.

• Awin says its Conversion Protection Initiative (CPI) has helped recover over $100 million in previously untracked revenue and rerouted nearly $9 million in commission back to affiliates.

• CJ and Firmly join forces to provide embedded checkout for publishers.