In online marketing, an affliate is a website which promotes the products of another company and receives a commission for each referral or sale resulting from its promotion. The seller normally provides the affiliate with a "creative" which is the text or banner ad to be used to promote the product or services of the seller. Some affiliate relationships are developed through personal communication between the parties. Some companies, such as Amazon, allow websites to sign up as affiliates through a registration form on their website. In such a situation, the affiliate is provided with a code to embed in their website that serves the ads.