Of course there is no affiliation? Wtf were u thinking? No coin has retail affiliations as far as I know. Sure some tech affiliations, but retail? Nope.
I don't believe the dev said that he is directly affiliated (as in a partner). But certain companies like amazon run affiliate programs and that's how this coin will make money. I think the idea is good. Have some type of pow coin. Give out coins to users instead of dollars. Use dollars received to create a better coin. Makes sense if done right.