September 2025 has been a total whirlwind for anyone trying to make a living through affiliate links. Honestly, if you’re still using the same playbook from last year, you’ve probably noticed your traffic or tracking looks… weird. It’s not just you.
The industry basically hit a massive reset button this month. We saw Google drop a hammer on traditional rank tracking, TikTok Shop get way more aggressive with who it lets play, and the FTC finally stop being vague about disclosures. It’s a lot. Let’s break down what actually happened and why your "standard" affiliate site might be at risk.
The Google "Perspective" Update and the Death of the &num=100 Parameter
Google’s September 2025 "Perspective" update finished rolling out around the 21st, and it’s been a bloodbath for "thin" affiliate sites. You know the ones—the "Top 10 Best [Product]" lists that just summarize Amazon reviews without actually touching the product.
Google is now explicitly looking for Expertise Depth. If your content doesn't show you actually tested the thing, you’re likely sliding down the SERPs. They want to see original photos, specific use-case data, and a "User Journey Completion." Basically, if a user reads your article and then has to go back to Google to find more details, you failed in Google's eyes.
But the real kicker for the nerds among us? Google quietly disabled the &num=100 URL parameter mid-month.
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Why the &num=100 change actually matters
Most people don't look past page one. But for affiliate marketers, that parameter was the lifeblood of rank-tracking tools like Ahrefs or Semrush. By limiting results to the first couple of pages, Google has made it way harder (and more expensive) to track where your keywords actually sit.
You might open Google Search Console and see your "Average Position" suddenly looks amazing. Don't pop the champagne yet. It’s likely just because Google stopped reporting on your rankings that were down at position 80 or 90. Your high-ranking pages are still there, but the "tail" is gone from the data, making your average look artificially high. It's kinda deceptive if you aren't looking closely.
TikTok Shop’s New "Operational Checklist" for Affiliates
TikTok Shop has been the "Wild West" for a while, but as of September 16, 2025, the gates have partially closed. They released updated Affiliate Marketing Seller & Product Qualification Guidelines that are surprisingly strict.
If you’re a seller or a creator doing "Open Collaboration," you’re now being graded daily.
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- The 2.5 Rule: If a shop’s rating drops below 2.5, they’re basically cut off from creating new affiliate plans.
- Return Rates: For most categories, if the "Seller-Fault" return rate hits 10%, that product is disqualified from the affiliate program.
- The "Cringe" Pivot: Interestingly, while the rules got stricter, the content style shifted. We’re seeing a massive trend of brands leaning into "Millennial Cringe" and self-aware nostalgia. Authenticity—even if it's a bit awkward—is converting way better than polished, high-production ads right now.
FTC Disclosures: "Affiliate Link" Is No Longer Enough
The FTC has been barking about disclosures for years, but September 2025 is when they really started biting. They’ve clarified that vague phrases like "Affiliate Link" or "Commissionable Link" aren't cutting it anymore.
You’ve got to use plain language now. Something like, "I may earn a commission if you buy through this link" needs to be right at the top. Not buried in a "Terms of Service" page. Not hidden in a tiny font at the bottom of a 3,000-word blog post.
For video creators on YouTube or TikTok, the rules are even more specific. You need a verbal disclosure and a visual one that stays on screen long enough for a human to actually read it. If you’re doing live shopping, you basically have to remind people constantly. It feels a bit repetitive, but it’s better than a massive fine.
Amazon’s September Shake-up: Variations and "Agentic" Tools
Amazon held its Accelerate 2025 conference this month, and they’re betting the house on AI. They introduced a "Seller Assistant" with agentic capabilities. Basically, it’s an AI that doesn't just give advice; it can actually take action, like setting goals or adjusting strategies, if you give it the green light.
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But for the everyday affiliate, the most annoying change started September 2nd. Amazon began removing "irrelevant variation themes." If you have a bunch of child ASINs under a parent listing that don't perfectly match the new, simplified templates, your listings might have been broken apart into stand-alone pages. It’s a mess for anyone who relies on clean product comparison tables.
Actionable Steps for the Rest of 2025
So, what do you actually do with all this news? Staying still is the only way to lose.
- Audit your GSC data immediately. Don't trust the "Average Position" metric right now. Look at your click-through rates and actual conversion data to see if the September "Perspective" update actually hit your traffic.
- Beef up your disclosures. Go through your top 20 earning pages. If the disclosure is buried, move it to the top. Use the "Plain Language" approach—it actually builds trust with readers anyway.
- Video-first or bust. Affiliate marketing is becoming video-dominant. If you’re a blogger, start embedding short-form video demonstrations of the products you’re recommending. Google loves the "multi-format" approach.
- Implement Server-Side Tracking. With third-party cookies basically dead and privacy laws tightening, moving to server-side tracking is the only way to ensure you're actually getting credit for your sales.
The landscape is getting more complex, but that’s actually good news for people who do the work. The low-effort "link spam" sites are being cleared out, leaving more room for actual experts. Stop chasing keywords and start solving problems for your audience. That’s the only strategy that’s going to survive until 2026.