As the story goes, affiliate marketing all started at a cocktail party. Jeff Bezos, CEO and founder of Amazon.com (www.amazon.com), was chatting with a party guest who wanted to sell books on her Web site. This got Bezos thinking. Why not have the woman link her site to Amazon’s and receive a commission on the books that she sold? Soon after, Amazon introduced the Amazon Associates Program. It was a simple idea. Amazon Associates would place banner or text links on their site (see Figure 1.2) for individual books or link directly to the Amazon’s home page. When visitors clicked from the associate’s site through to Amazon.com and purchased a book, the associate received a commission.