Saxo.com's Affiliate Program: How Denmark's Largest Online Bookshop Pays Content Creators

Short answer

Saxo.com — Denmark's largest online bookshop — runs an affiliate program through two networks: Partner-ads (4-6% commission, tiered by how much revenue you generate) and Adtraction (4% commission, 30-day cookie window). A third-party affiliate directory (affi.io) marks both listings as active, but neither could be confirmed directly on the network's own page in this research. Important disambiguation: Saxo.com the bookshop is a completely different company from Saxo Bank, whose own affiliate program lives at home.saxo and covers financial products, not books.

Saxo.com — and why it isn't Saxo Bank

The name collision is real, and worth stating plainly before going further: Saxo.com is Denmark's largest online bookshop, while Saxo Bank A/S is an international financial company headquartered in Hellerup. When this research visited home.saxo/campaigns/affiliate to check an affiliate program under the name "Saxo", the page turned out to belong to Saxo Bank — described on its own page as a regulated financial institution with "1 million+ clients across 26 countries" and "USD 170 billion+ assets under management". That's a different product, a different audience and a different affiliate program entirely from the one this article covers. A creator searching "Saxo affiliate program" who lands on home.saxo has found the wrong Saxo.

The bookshop traces back to 1961, when Per and Inge Olesen took over a bookshop on Østerbrogade in Copenhagen. The business began selling books online under the name e-boghandel.dk around the turn of the millennium, renamed itself Saxo.com in 2005, and in 2006 separated the online business from the physical bookshop as its own company. Publishing house JP/Politikens Hus bought a 15% stake in 2009 and took over the whole company in 2018-2019 — approved by the Danish Competition and Consumer Authority on 1 April 2019, per Wikipedia's own entry on the company. According to the same source, Saxo.com reported revenue of DKK 391.6 million in 2023 with roughly 65 employees, and its catalogue held more than 10 million titles as of 2021. A press release Saxo itself issued for its 20th anniversary in 2021 (distributed via Ritzau) states more than 23 million "reading experiences" delivered since 2001, roughly 3 million customers over the same period, and a ranking as the 7th most-used webshop among Danish consumers in the first half of 2021. Both sources consistently describe Saxo.com as "Denmark's first and largest online bookshop" — a description this article treats as documented on that basis, not as an independent claim of our own.

That makes Saxo another example, in the Academy's coverage of affiliate influencer marketing in Denmark, of a Danish-rooted company with a clear market position in its own home market — the same pattern as Matas in beauty, but in a completely different category.

The two affiliate networks: Partner-ads and Adtraction

Saxo.com's affiliate program isn't unified in one place — it runs in parallel through two different networks, with different terms. Both are documented via affi.io, a third-party affiliate-program directory that aggregates data across networks:

The conclusion mirrors several other named programs the Academy has covered: both networks are documented via a secondary aggregator, not directly on the network's own program page. Before building content or a budget around a specific rate, log in to Partner-ads's or Adtraction's own dashboard and confirm the current rate and cookie window yourself — they can change, and a tiered structure like Partner-ads's 4-6% means your actual rate depends on how much revenue you personally generate.

No separate lead price specifically for Saxo Premium sign-ups (see below) could be confirmed in this research — only the general per-sale commission across the bookshop's catalogue. If such a separate term exists, confirm it directly with the network rather than assuming it.

What can a creator actually promote at Saxo?

Saxo.com's catalogue spans physical books, e-books and audiobooks — described collectively by affi.io as giving a user access to "14 million books". Beyond individual purchases, Saxo also runs a subscription product, Saxo Premium. Saxo's own site (saxo.com) could not be fetched directly in this research, so the pricing below is confirmed via an independent Danish subscription-comparison site (mineudgifter.dk, checked 2026-08-29) and should be reconfirmed directly with Saxo at write time: Saxo Premium runs from 99 kr./month (20 hours of streaming per month) up to 139 kr./month (150 hours), with a 7-day free trial and no lock-in. The subscription includes streaming of e-books and audiobooks, access to exclusive podcasts, a discount on physical and digital books, and free shipping in Denmark.

That makes Saxo a natural affiliate fit specifically for content about books and reading — book reviews, reading lists, "best books in genre X" — rather than for general lifestyle content. A creator already making that kind of content can link directly to a specific title or to Saxo Premium and earn commission on either through the same affiliate link.

Decision framework

IF you already make content about books, reading or audiobooks → sign up for Adtraction's Saxo program (the better-documented of the two, with a confirmed 30-day cookie window) and confirm the current rate in your own dashboard.

IF you already have access to Partner-ads through another Danish program → check the Saxo listing there too, since a 4-6% tiered rate can exceed Adtraction's flat 4% if you generate enough revenue.

IF your audience buys subscriptions more than individual books → prioritize content about Saxo Premium specifically, but don't build a business plan on a lead price this research couldn't confirm.

IF you're confusing Saxo.com with Saxo Bank → stop and confirm which company you actually want to promote before signing up for anything — the two programs have nothing to do with each other.

Worked example (hypothetical)

The numbers below are invented for illustration of the difference between the two networks' commission structures — they are not confirmed Saxo figures and not a Make Influence customer case.

Assume a book-content creator generates 200 clicks on their Saxo affiliate link in a given month, using a hypothetical average order value of DKK 250 and a 10% conversion rate. That's 200 × 10% = 20 sales × DKK 250 = DKK 5,000 in generated revenue. Via Adtraction's flat 4% rate, that yields DKK 5,000 × 4% = DKK 200 in commission. If the same creator were instead enrolled with Partner-ads and reached the top of the tiered structure (6%, because the revenue in this example is relatively high), the same DKK 5,000 would instead yield DKK 5,000 × 6% = DKK 300 — a DKK 100 difference driven entirely by which network and which tier the creator lands on, not by the underlying sale itself. The point isn't the specific krone figures, but that the choice of network can make a real difference even on identical sales.

Common mistakes

• Confusing Saxo.com the bookshop with Saxo Bank. The two companies share only a name — see the disambiguation above.
• Assuming Partner-ads's 4-6% always beats Adtraction's flat 4%. The tiered structure means the low end (4%) is effectively identical to Adtraction, and only exceeds it once you generate enough revenue to hit a higher tier.
• Building content that assumes a cookie window that isn't confirmed. Only Adtraction's 30 days is confirmed in this research — Partner-ads's cookie window isn't.
• Assuming a specific lead price for Saxo Premium sign-ups, when only the general per-sale commission could be confirmed.

Make Influence's operational perspective

Make Influence doesn't have a documented customer case with Saxo.com and doesn't run an open affiliate program of the kind the bookshop offers. Our general experience with named retailer programs that run on multiple networks in parallel, as Saxo does here, is that it's rarely a coincidence which network actually pays the better rate for a given creator — it depends on how much revenue you can personally generate and which network you already have access to. Assuming one deal is better than the other without checking the actual numbers in your own dashboard is an unnecessary risk to take.

FAQ

Does Saxo.com have an affiliate program?

Yes — running in parallel through two networks: Partner-ads (4-6% commission, tiered) and Adtraction (4% flat commission, 30-day cookie window). Both are marked active per a third-party directory (affi.io), but neither was confirmed directly on the network's own page in this research.

Is Saxo.com's affiliate program the same as Saxo Bank's?

No. Saxo.com is Denmark's largest online bookshop; Saxo Bank A/S is an international financial company. They share nothing but the name, and their affiliate programs are entirely separate, with different products and different audiences.

Which network should I choose, Partner-ads or Adtraction?

It depends on how much revenue you expect to generate and which network you already have access to. Partner-ads's tiered structure (4-6%) can pay a higher rate than Adtraction's flat 4%, but only once you hit a higher revenue tier — confirm both rates directly in each network's own dashboard before choosing.

Can I earn commission on Saxo Premium subscriptions, not just individual books?

Likely, since the subscription is part of Saxo's ordinary catalogue, but this research couldn't confirm a separate lead price specifically for Premium sign-ups — only the general per-sale commission. Confirm directly with the network.

How long do I have to convert a click on Adtraction's Saxo program?

30 days, per the confirmed cookie window. That's one of the longer windows the Academy has documented among named Danish programs — see Matas's 7-day window as a counterexample.

How does Saxo's program compare with other named Danish programs the Academy has covered?

Use the checklist for whether a retailer's affiliate program is worth a creator's time for a systematic comparison. Saxo differs from most other named programs by running on two networks in parallel instead of one unified program — that makes the network structure itself fragmented, even though the company and its Danish coverage are well documented.

Are Partner-ads and Adtraction generally different types of networks?

Yes. Partner-ads is Danish-owned, while Adtraction is a Nordic network. See Partner-ads vs. Adtraction compared for fee structures, scale and a decision framework for choosing between them generally, independent of the Saxo program.