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Affinity marketing: This is an umbrella term for any marketing approach that extrapolates possible future purchases from past ones, e.g. Amazon’s customers who bought items like this also bought…’ recommendations.

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The basic idea of affinity marketing is to connect two or more products/services together in the hope that customers who usually use one will also begin using the other. When jointly promoting each other’s products/services, companies often share in the profits and also enjoy expanded name recognition.