Amazon is taking social shopping to the next level by introducing in-app shopping on Meta platforms, including Facebook and Instagram, for customers in the United States.
Customers can now seamlessly shop on Amazon through Facebook and Instagram apps. When they click on an Amazon product ad, they can complete the purchase using their Amazon account credentials and default payment method right within the social media app.
The move comes as social shopping gains popularity, and Amazon aims to be where shoppers are, reducing friction during the checkout process. Customers will enjoy real-time pricing, Prime eligibility, delivery estimates, and product details on selected Amazon product ads. By linking their accounts with Amazon, they can check out without leaving the social media app, and their purchased products will be shipped just like any other Amazon order.
In-app shopping with Amazon is accessible for specific advertised products sold by Amazon or independent sellers in Amazon’s store. These ads are run by Amazon and may feature products from Amazon or independent sellers.
Sellers and Amazon sales consultants have the option to set up their own ad campaigns directly with social apps and link them to their Amazon product pages. However, these ads won’t be part of the in-app shopping experience announced.
Benefits of the partnership
- Better targeting and optimization: Meta will use information from Amazon and stores offering “Buy with Prime” to show consumers more relevant ads.
- Improved conversion rates: Consumers can check out more swiftly when they connect their Amazon account.
- Enhanced ad personalization: Meta will tailor ad messaging and product pages based on whether a user is a Prime member, adjusting real-time pricing and shipping estimates accordingly.
Potential revenue opportunities
This partnership has the potential to benefit Meta, Snap, Amazon, and advertisers:
- Apps receive more ad signals from the top e-commerce store on the web and increase client investment.
- Amazon gains more transaction fees directly from the leading discovery ads engine on mobile, resulting in more sales on their platform compared to other retailers.
- Merchants can expand their conversion volume with an additional sales channel and enjoy 1:1 measurement between their top ad platform and retail partner.
Stay tuned for further developments as this exciting collaboration unfolds.
