The purpose of affiliate marketing is to promote a business's products or services through affiliates, who are incentivized to promote the business in exchange for a commission on the resulting sales. Affiliate marketing can be a cost-effective way for businesses to reach new customers, as they only pay affiliates for actual sales generated. It can also be an effective way for affiliates to earn income by promoting products or services they believe in. In affiliate marketing, businesses provide affiliates with unique links or banners to use in their promotional efforts. When a customer clicks on one of these links and makes a purchase, the business pays the affiliate a commission. The ultimate goal of affiliate marketing is to generate leads and sales for the business.