Social proof is when people see that others have already bought or tried something, and it makes them feel more comfortable doing the same. In affiliate marketing, showing how many people have purchased or how many reviews a product has can make visitors feel less unsure. But if the numbers are too high and the product is not that well known, readers may not believe the figure. It works better when the numbers are real and can be seen on the product page. When people trust that others have made the same choice, they tend to click the affiliate link faster. Does showing buyer numbers actually improve affiliate sales?