Meta has announced a historic partnership with e-commerce giant Amazon to transform the shopping experience on its social platforms, Facebook and Instagram. This new feature will allow users to buy products advertised in the marketplace of the company founded by Jeff Bezos directly from social platforms, eliminating the need to redirect to external links.
The initiative from Mark Zuckerberg's company seeks to integrate eCommerce more effectively into its platforms, offering a solution that will simplify the purchasing process for users. A few months ago, he abandoned his live shopping attempts, but now he seems to have found a more effective formula through his partnership with Amazon.
The functionality under development will apply to specific Amazon marketplace products advertised on Facebook or Instagram. These products can be sold both by the e-commerce giant and by independent sellers who have a presence on the platform. This gives users the convenience of purchasing products directly from social networks, reducing steps and platform changes.
When a user clicks on an Amazon ad on Facebook or Instagram, they will be presented with a simplified version of the Amazon product page with an eye-catching “Buy with Amazon” button. To enable this feature, users will need to link their Facebook or Instagram profiles to their Amazon accounts. In this way, the payment data and the address registered with Amazon will be applied directly to both social networks, allowing users to complete the purchase without leaving the social network interface.
Amazon spokesperson Callie Jernigan expressed the importance of this partnership, stating, "For the first time, customers will be able to shop Amazon ads on Facebook and Instagram and make payments on Amazon without leaving the social media apps." This more seamless shopping experience will allow users to see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon ads on Facebook and Instagram.
Meta will use the information sent from Amazon and stores that offer "Shop with Prime" to improve ad targeting and optimization, as well as to tailor messages and product pages based on the user's Prime membership. Although additional details of the partnership are limited, this collaboration is expected to be beneficial for Meta, Amazon, and advertisers.
For its part, Zuckerberg's company can achieve more advertising signals and attributable conversions, while the company founded by Bezos will increase sales on its platform, and advertisers will be able to expand their conversion volume with a new sales channel. This partnership, still in development, could be a catalyst for understanding the true magnitude of the advertising opportunity beyond direct-to-consumer, offering a true omnichannel performance driver.
