Big competitors are linking in another way and would like to understand why the do this?

I work in a niche around discount code but I see that the big competitors are linking in another way and would like to understand why the do this?

For example I use the direct affiliate link from my product page to the partner I work with. But I see that several compeditors is linking to one internal address that redirects to the affiliate page. why is it like that and what are the benefits.

Example: Companyname.com/H&M

What i can see its easier to remember the address instead of the long affiliate address? Do they save linking power becuse the linking to an internal and not an external. Do they have external web pages that are not approved by the affiliate partner and they link it through this link?
Any disadvantage to work like this?

Hiding affiliate links is common practice, usually by sending them through a redirect script that they then block any bots from accessing. Affiliate links in your html code has long been seen as a 'signal' and many have reported better search results when actively hiding affiliate links from the search engines. I can't quite remember but I think it was even a factor mentioned in the recent Yandex data leak.

Thanks for feedback and good answare. This will be one of my summer projects to fix.

Internal redirect URLs are frequently used by rivals since they are simpler to memorize, offer better tracking and analytics, and appear more polished. However, potential drawbacks include significantly increasing the user's journey's number of stages and lowering believability. When employing internal redirect links, it's crucial to make sure that you are adhering to the terms and conditions of your affiliate partners.

Fredrik W said:

Thanks for feedback and good answare. This will be one of my summer projects to fix.

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weve only just gotten over Christmas and summer is round the corner