Amazon shoppers can now buy products directly on Facebook and Instagram without leaving the social apps.
Amazon has partnered with Meta for in-app shopping on Facebook and Instagram. According to a support page on its website, Meta now lets consumers to directly link their Facebook and Instagram social media accounts to Amazon. By opting in to the new offering, Facebook and Instagram users will be able to see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in Facebook and Instagram.
As a result, participating Facebook and Instagram users can make purchases from Amazon by clicking on ads in their social feeds, without having to leave the Facebook or Instagram app.
The account linking is voluntary, and participating consumers can choose to unlink their Amazon and Meta accounts at any time in the Meta Accounts Center.
“For a more seamless shopping experience from an ad on Facebook and Instagram, you can choose to link your Meta and Amazon accounts.,” Meta said in the support page post.
Chain Store Age has reached out to Amazon for commentary. In a comment published on CNBC, an Amazon spokesperson said, “For the first time, customers will be able to shop Amazon’s Facebook and Instagram ads and check out with Amazon without leaving the social media apps.”
The CNBC article also quoted a LinkedIn comment from Meta marketing leader Stuart McMullin, who said, “It was a long process in the making and a huge deal.”
Chief Amazon rival Walmart simulcasts shoppable livestreams on Facebook, allowing Facebook followers of retailers, brands, publishers, and influencers receive an alert when they go live on a Walmart live shopping broadcast, giving consumers the ability to watch and shop directly within the social network.
The deal also comes as TikTok is looking to challenge Amazon by diving into e-commerce. In September, the company launched its long-anticipated TikTok Shop in the United States. The video-focused social media platform says it has more than 150 million U.S. users.