Amazon enables direct sales via TikTok, Pinterest
Amazon is partnering with two leading social media platforms to expand the reach of its e-commerce offering.
The e-tail giant has partnered with TikTok and Pinterest to allow people to shop the adds on those apps to buy products from Amazon — without having to leave the apps.
Here are more details on the new offering.
TikTok
TikTok users can now purchase products from Amazon directly within the TikTok app. This shopping experience is provided by Amazon through ads placed on TikTok and allows users to complete product purchases with Amazon while remaining in the TikTok environment.
Shoppers will see Amazon product recommendations on their “For You” feed. When ready to purchase, users can choose to link their TikTok account to their Amazon account through a secure, quick, one-time set-up.
"Customers who choose to link their accounts in the US will see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in TikTok as part of the experience," an Amazon spokesperson told Bloomberg.
Once accounts are linked, Amazon customers can complete a checkout with Amazon in the product ad without leaving the TikTok app. Users who choose to link their accounts in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads in TikTok.
At any time, users can choose to unlink their Amazon account in TikTok’s app settings.
"Customers who choose to link their accounts in the US will see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in TikTok as part of the experience," an Amazon spokesperson told Bloomberg.
Chief Amazon rival Walmart has been partnering with TikTok since 2020 with initiatives such as shoppable livestreams.
"From TikTok Shop to shoppable ads, we’re investing in commerce solutions that create a frictionless shopping experience for our users to discover, browse, and buy — wherever and however our community chooses to shop," TikTok said in a blog post on its business page.
Bloomberg also reports that Amazon’s social commerce partnership with Pinterest will work in a similar manner to its collaboration with TikTok, using shoppable ads and linked accounts.
While Amazon has partnered with TikTok to the extent of highlighting popular products on TikTok for sale on its site, the sales initiative with Pinterest builds off a more established relationship. Amazon places ads from companies participating in its Sponsored Products program on a number of digital platforms, including Pinterest.
[READ MORE: Pinterest partners with Amazon to launch third-party ad program]
In addition, Pinterest has been integrating third-party promotions from the Amazon Ads program into its site, with a seamless on-Amazon buying experience for consumers, since spring 2023.
