TikTok joins forces with Amazon and Pinterest in new partnership

Amazon.com Inc has signed partnership deals with TikTok and Pinterest Inc that will allow users to buy products from the e-commerce company without leaving the social media app.

Users can link their profiles on TikTok and Pinterest to their Amazon accounts and then buy products directly from the ads. An Amazon spokesperson said in a statement Thursday that the program is designed to make shopping on social media more convenient for customers.

So-called social shopping has become increasingly popular in the U.S., where ByteDance-owned TikTok launched an e-commerce business last year.

Amazon’s agreements with TikTok and Pinterest follow similar agreements with Meta Platforms Inc. and Snap Inc.

“Customers who choose to link their U.S. accounts will see real-time pricing, Prime eligibility, shipping estimates and product details in select Amazon product ads on TikTok,” an Amazon spokesperson said.

TikTok said in a blog post that the partnership provides users of the popular video app with a “seamless and fun shopping experience.”

Pinterest’s partnership with Amazon is similar and is an extension of an existing relationship in which Pinterest relies on Amazon to help fill excess ad inventory.

Social media platforms such as TikTok and Pinterest have become more than just content-sharing spaces; they are also powerful tools for discovering and buying products. Amazon’s decision to partner with these platforms is a strategic move that aligns with the growing trend of social commerce, where the lines between social interaction and online shopping are blurring.

With its large and young audience, TikTok is a treasure trove for brands looking to connect with a vibrant audience.

The platform’s algorithmic content discovery makes it an ideal space for Amazon to showcase products through customized ads. By linking their TikTok and Amazon accounts, users can now access real-time pricing, Amazon Prime shopping offers, and delivery estimates directly within the app. This seamless integration is designed to enhance the user experience and encourage impulse purchases.

Pinterest has long been a platform where users seek inspiration, from home decor ideas to fashion trends.

The platform’s partnership with Amazon enables new interactions. As users browse visually appealing images, they can now purchase the products they like directly through Amazon without leaving the Pinterest app. This feature not only simplifies the shopping process, but also increases the likelihood of sellers converting.

How do these partnerships benefit Amazon sellers?

For third-party sellers on Amazon, these partnerships open up new ways for them to reach potential customers. Here’s how:

Increase visibility:
By advertising on TikTok and Pinterest, sellers can expose their products to millions of users who might not be reached through traditional Amazon advertising. Pinterest has a global user base of 518 million monthly active users, a large portion of whom are already inclined to purchase based on the pins they see.

Enhance the user experience:
The integration of Amazon Shopping ads on these platforms provides a seamless buying experience. Users can add items to their Amazon cart directly from a TikTok video or Pinterest pin, reducing friction in the purchase process. This convenience is likely to result in higher conversion rates for sellers.

Targeted advertising:
Both TikTok and Pinterest offer powerful targeting options, allowing sellers to reach specific groups of people who are most likely to be interested in their products. This targeted approach not only increases the effectiveness of ad spend, but also ensures that the right products are shown to the right audience at the right time.

Leverage Amazon’s infrastructure:
Sellers benefit from Amazon’s mature infrastructure, including its trusted payment system and fast shipping options. This is particularly beneficial for sellers who might struggle to provide the same level of service independently. By leveraging Amazon’s reputation, third-party sellers can provide a reliable, efficient shopping experience for customers on TikTok and Pinterest.