Meta Enables Amazon Shopping Within Facebook and Instagram

Meta has unveiled a feature that enables Facebook and Instagram users to connect their accounts with Amazon for a seamless shopping experience.

This move aims to keep users within the apps while making purchases on Amazon, eliminating the need to navigate away from their feeds, CNBC reported Thursday (Nov. 9).

Reached by PYMNTS, an Amazon spokesperson provided an emailed statement: “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. Customers in the U.S. will see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in Facebook and Instagram as part of the new experience. In-app shopping with Amazon is available for select products advertised on Facebook or Instagram and sold by Amazon or by independent sellers in Amazon’s store.”

Meta did not immediately reply to PYMNTS’ request for comment.

Meta’s decision to integrate Amazon into its apps comes as the company seeks to boost its ad revenue following the challenges posed by Apple’s iOS privacy changes in 2021, according to the CNBC report. These changes, along with a tough digital ad market, led to a significant decline in Meta’s stock value last year. However, the company’s investments in artificial intelligence have played a crucial role in its recovery, attracting retailers looking to target customers with personalized promotions.

This partnership between Meta and Amazon allows both companies to leverage their respective strengths, the report said. Amazon, with its intent-based model, can extend its reach and help merchants find new customers who may not have actively searched for their products. On the other hand, Meta’s discovery-based model enables users to receive targeted ads without actively searching for them.

The integration of Amazon into Facebook and Instagram follows a similar partnership between Pinterest and Amazon, which has proved successful for both parties, per the report.

That multiyear deal between Pinterest and Amazon Ads, which was inked in April, aims to create more shoppable content by enhancing the platform’s offering of relevant products and brands and marked Amazon’s status as Pinterest’s first third-party advertising partner. The partnership could pave the way for a smoother buying process for consumers, PYMNTS reported at the time.