Amazon integrates shoppable Buy with Prime ads with TikTok
Amazon is expanding how sellers can use "Buy with Prime" to offer direct purchase via TikTok ads, among other enhancements to the service.
In April 2022, Amazon introduced "Buy with Prime," which enables U.S.-based Prime members to directly shop online stores on its third-party marketplace. Initially, the feature was only available for third-party retailers using the Fulfillment by Amazon (FBA) hosted logistics service.
Since then, the e-tailer has made Buy with Prime widely available to U.S.-based Amazon retailers, integrated it with the BigCommerce and Shopify e-commerce platforms, and added cart functionality for customers and 24/7 post-order customer service support for sellers.
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Now, Buy with Prime is introducing two new advertising solutions. First, Buy with Prime sellers will be able to display the Prime brand and real-time delivery estimates in their TikTok ads starting in October.
After clicking a Shop with Prime button within the seller’s TikTok ad, customers will be directed to the seller’s website to place their order. By letting them feature the Prime delivery estimate in TikTok ads, Amazon intends to help sellers stand out, drive traffic from social channels, and increase conversion.
Amazon began enabling TikTok users to purchase products from Amazon directly within the TikTok app in August 2024, through ads placed on TikTok which allow users to complete product purchases with Amazon while remaining in the TikTok environment. When ready to purchase, users can choose to link their TikTok account to their Amazon account through a secure, quick, one-time set-up.
Amazon is also now allowing Buy with Prime sellers to launch Amazon Demand-Side Platform (DSP) campaigns that combine data from their Amazon listings, such as product views and purchases, with shopping signals from their own website, sellers can remarket to customers with ads across thousands of third-party apps and websites.
Expanded payment and checkout
Amazon is rolling out enhancements to the Buy with Prime payment and checkout experience, including making PayPal available at checkout after shoppers log in to their Amazon account. Starting in 2025, Prime members will be able to perform a one-time link of their Amazon account to their PayPal account so that Prime’s free, fast shipping benefits are available automatically whenever they use PayPal while shopping with Buy with Prime on participating sellers’ websites.
In addition, Amazon is building upon the existing Buy with Prime-Shopify integration by allowing shoppers to use Shopify cart and checkout to purchase items with Prime and without Prime together in on order.
