People can now link accounts so they can buy on Facebook and Instagram without having to hop over to Amazon. That lets Amazon extend its reach and boost conversion. For Facebook, knowing what users buy on Amazon can help it serve up more relevant ads to its visitors.
An Amazon spokesperson told CNBC in a statement in part, “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 agreement calls to mind the phrase, “the enemy of my enemy is my friend.” TechCrunch noted that the Meta-Amazon deal “comes at a time when TikTok itself is now trying to compete with Amazon, serving as both a discovery engine and e-commerce storefront.”
In May, Amazon made a deal with another popular social networking site, Pinterest, becoming its first partner for third-party ads. Pinterest shared at the time its goal of making every Pin “shoppable.”
Facebook’s parent company Meta explained how users could link their accounts in a help page:
“For a more seamless shopping experience from an ad on Facebook and Instagram, you can choose to link your Meta and Amazon accounts. This opt-in experience will allow you to see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in Facebook and Instagram. You can check out with Amazon without leaving Facebook or Instagram, and experience more relevant ads.
“Your choice to connect these accounts may affect your activity information from ad partners setting on Meta, by creating an exception for Amazon and stores that offer Buy with Prime as specific ad partners. That means that we may use information shared with us by Amazon and stores offering Buy with Prime to further personalize your ad experience.
“This account linking is voluntary, and you can choose to unlink your Amazon and Meta accounts at any time in Accounts Center.”
