Launched by Humbucker Ltd, Product Wave aims to provide an alternative to domain parking and reduce barriers to entry for people wanting to enter the affiliate and website promotion marketplace. 

I’ve been asking Co-founder Paul Roach about Product Wave… 

In one sentence, what is Product Wave?

Product Wave provides an alternative to domain parking by allowing users to easily match products and content to domains and create websites in minutes.

What problem does Product Wave solve?

The domain speculation marketplace is almost like fishing. You have to wait for someone to bite, and sometimes you can wait a long time.

The standard monetisation of domains is to park them by placing a holding page with ads. Product Wave provides an alternative to parking by allowing users to add relevant products and content to their domains and monetising them in a more scalable way than waiting for revenue from type in traffic.

When and why did you launch it?

Product Wave has been in development since January and we launched from closed beta testing in June 2011.

We use the Product Wave platform for our own domain portfolio and decided to develop it as a consumer facing product.

Who is your target audience?

Our main audience is anyone who has a domain that is dormant or under monetised. However, we are not restricted to the domainer marketplace.

Anyone who wants to register a domain name and launch a site can use Product Wave, so in that sense we hope to open up the affiliate marketplace to anyone, regardless of their technical skills.

What are your immediate goals?

We’re trying to provide an easy to use product for technical and non technical users alike. Refining that process will be our first goal, along with scaling the number of domains that we have active on the platform.

What were the biggest challenges involved in building Product Wave?

We found that the API data we incorporate into our product search can have very varying levels of detail. This was a challenge because you can have similar products from different providers that have different attributes and content attached.

We’ve tried to get around this by making it easy to customise the content via the Product Wave interface, so that you can manage any missing or duplicate content issues.

How will the company make money?

A standard Product Wave account is free and revenue is generated on a rev share basis. A Pro account has a monthly subscription and a capped rev share.

In a typical Software as a Service model we also provide additional services including content creation and bespoke template development.

Who is in the team and what does it look like?

Humbucker Ltd is the development company behind Product Wave and is made up of three people: Paul Roach, who has worked for three years as Technical Lead SEO at, responsible for all natural search traffic into The Guardian.

Achilles Charmpilas is the CTO for Humbucker and has previously worked as lead developer in the gaming and affiliate industries. Heidi Kinsey previously worked at Yahoo! and is Head of Operations for Humbucker.

Where would you like to be in one, three and five year’s time?

The short term goals for Product Wave are to continue to develop the platform and scale the number of domains we have live.

Medium term we’d like to work with the domainer and affiliate community to use Product Wave as a platform to monetise across.

And long term we’re working towards Product Wave being a completely accessible commercial website publishing platform that anyone can use. In the meantime, Humbucker will continue to develop products and applications, big and small, for a varied internet audience.

Here’s the demo…