Blue Apron suspends affiliate program

By MixDex Article may include affiliate links

Meal kit provider Blue Apron has suspended its affiliate program March 24, 2020, amidst the coronavirus outbreak.

“As you can probably imagine, with grocery stores across the country being emptied out, we’ve seen a sudden, sharp increase in orders that surpassed our current resources. This caused some challenges in our fulfillment process and high traffic on our website,” reads an email the company sent to affiliates.

The company proceeded to announce it will be reducing all affiliate payouts to 0% for the foreseeable future.

On one hand, it’s reasonable for the company to want to slow — or at least control — signups during a spike in demand (it already failed to fill all orders the week of March 23, 2020).

It could also be helpful in avoiding a sudden surge in affiliate links being added to websites — as well as potentially fraudulent or “hijacked” affiliate clicks.

However, the move to eliminate the affiliate program could also ruffle feathers with site owners who have worked hard to build their affiliate marketing channels.

Blue Apron has reported less than stellar results lately — including a dip in growth, customers and financials.

Many analysts felt the company was headed for trouble before the outbreak, though its stock has seen promising growth during the past week or so thanks to the uptick in demand.

However, many industry watchers suspect the company’s fortunes will fall off again once the outbreak passes.