Amazon partners with TikTok and Pinterest

After a rocky start to their relationship, it seems Amazon has been making friends with the marketplace competition. Amazon has recently announced a new partnership with TikTok and Pinterest.

So what does this mean?

Once the TikTok shop was launched in 2023, it seemed that in-app shopping was going to be the next big thing in e-commerce. As they had their own marketplace to prioritise, TikTok started penalising accounts that tried to redirect users to Amazon.

It seems they’ve had a change of heart. They’ve said they’re ‘investing in commerce solutions that create a frictionless shopping experience.’ This is certainly something TikTok and Amazon have in common; wanting to make the customer’s shopping journey as easy as possible. The TikTok shop strongly encourages impulse purchases, so it’s easy to see why Amazon would want a look in.

With this new partnership, users can now seamlessly discover and purchase their favourite products from Amazon directly within the TikTok and Pinterest apps. This is done by Amazon placing ads on the platforms, meaning customers can buy quickly and easily whilst enjoying their Prime benefits.

How does it work?

Shoppers will see Amazon product recommendations on each platform’s ‘For You’ pages. Users can link their Amazon accounts to their social media accounts in an easy one-time set-up, allowing them to purchase directly in the product ad. Users can also unlink them at any time. It’s currently only available in the US, almost certainly for a trial period before any major branching out.

What does this mean for brands?

This new partnership means brands will now have access to more advertising opportunities outside of Amazon. TikTok and Pinterest have a good selection of target audiences, and as each ‘For You’ page is tailored, brands can find themselves put in front of exactly the right audience for them. The ads will currently only show select products from Amazon Direct and 3P sellers. This will most likely significantly affect how Amazon sellers can stretch their budgets beyond advertising on Amazon in the future.

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