How Freewell Gear Generated $350,000 in Affiliate Revenue in Just Two Months

Freewell Gear is a veteran of the camera industry, with over 10 years providing high-quality lenses, filters, and accessories for photographers and videographers.

Known for their premium glass, the brand positions themself as the “BMW” of camera gear — elite quality at an affordable price point.

In early 2025, Freewell migrated their entire store from PrestaShop to Shopify: a move that meant rebuilding their digital ecosystem from scratch.

What challenge did Freewell Gear face after moving to Shopify?

The migration meant more than a new website. Freewell had to maintain sales volume while rebuilding their organic traffic, SEO, customer reviews, and marketing automation.

It had also never run a professional affiliate system before, making this a critical piece of their new Shopify strategy.

We migrated to Shopify in the month of January 2025, and at the same time, we were looking for a reliable application in terms of generating affiliate revenue.

Aswin Kartha, Freewell marketing team

The brand needed a tool that was easy to manage and cost-effective for initial testing. It chose UpPromote for its strong reputation on the Shopify App Store and flexible free plan.

With the platform in place, Freewell turned their attention to who they let into the program.

How did Freewell Gear build their affiliate program?

Freewell’s approach centered on two things: recruiting the right partners, and treating them well.

Technical expertise over follower counts

Unlike brands that chase vanity metrics like follower counts, Freewell built their program on technical substance. Products like anamorphic lenses and specialized filters require a specific level of knowledge.

So the team vets every partner manually to make sure they can actually educate the audience.

It’s not about the number of followers. If they’re technically strong and can explain concepts… they can educate viewers. We’re happy to collaborate with anyone who can provide that kind of guidance to customers.

Aswin Kartha, Freewell marketing team

Freewell used UpPromote to set up a registration form to recruit affiliates, then reviewed each applicant several times to judge fit. By focusing on technical filmmakers, every referral comes from a place of authority and trust.

Building relationships, not just partnerships

The secret to Freewell’s success isn’t complicated. It comes down to one principle: treat people well.

I’ve learned that long-term partnerships come down to how you treat people — being transparent, responsive, and fair makes all the difference.

Aswin Kartha, Freewell marketing team

That philosophy has helped the brand build relationships with around 700 creators globally. Freewell sends free samples to trusted creators without forcing a specific script.

We don’t control their messaging. We value authenticity, so they’re free to speak honestly about the product.

Aswin Kartha, Freewell marketing team

Because creators aren’t pressured, their reviews feel genuine — resonating with the photography community and driving higher conversion rates.

What results did Freewell Gear achieve?

The focus on quality partnerships paid off quickly. In just two months, Freewell generated over $350,000 in affiliate revenue.

The brand also hit a milestone in September 2025, reaching 270 referrals in a single month — a significant leap from their previous average of 100 to 120.

We’re experiencing significant growth in affiliate marketing. Over the last two months, we generated nearly 350,000, and in September, 2025 alone we reached 270 referrals, more than double our previous high of around 120.

Aswin Kartha, Freewell marketing team

For a program built from zero just months earlier, that growth validated the brand’s quality-first approach.