Meta has joined forces with Amazon to introduce a groundbreaking in-app shopping feature on Facebook and Instagram.
In a strategic move to capitalize on the e-commerce potential of its social platforms, Despite discontinuing its live shopping efforts, Meta is leveraging the partnership to allow users to seamlessly connect their Facebook and Instagram accounts with their Amazon account. This integration enables users to shop directly through Meta’s social apps, utilizing their saved Amazon payment information and shipping details.
According to Amazon spokesperson Callie Jernigan, this collaboration marks a significant milestone: “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 integration will provide U.S. customers with real-time pricing, Prime eligibility, delivery estimates, and product details for select Amazon product ads on Facebook and Instagram.
The in-app shopping feature will be limited to specific products advertised on Facebook or Instagram, either sold by Amazon or independent sellers on the Amazon storefront. The setup process involves a quick, one-time linking of the user’s Meta account (Facebook or Instagram) to their Amazon account. Once linked, users can complete the purchase directly from the product ad without leaving the Facebook or Instagram app, using their default shipping address and payment information from Amazon.
News of this collaboration was initially leaked by Maurice Rahmey, co-CEO of Disruptive Digital, a Meta and Google Ads partner. Rahmey highlighted the potential benefits of the partnership, emphasizing improved targeting and optimization for Meta through Amazon’s data. This collaboration promises enhanced conversion rates, as customers can check out more efficiently. Additionally, Meta can tailor ad messaging and product pages based on the user’s Prime membership status, adjusting details like real-time pricing and shipping estimates.
Rahmey also pointed out that the partnership sidesteps challenges with Apple’s App Tracking Transparency policy, presenting a closed-loop performance engine for both Meta and Amazon. The deal could prove to be a lucrative revenue opportunity for all parties involved, including advertisers who stand to benefit from increased ad signals and attributable conversions.
While Meta has been at odds with Apple’s App Tracking Transparency policy, this collaboration allows it to bypass these challenges. Meta’s shift toward using its own checkout experience for Shops sellers on Facebook and Instagram will not impact processing fees, as Amazon is handling its own payments in this arrangement.
Amazon, seeking a stronger presence in the social app space, benefits from Meta’s extensive user base. Despite previous attempts to create its own social apps, Amazon’s initiatives have not gained traction. The Meta-Amazon partnership comes at a time when TikTok is also venturing into e-commerce with TikTok Shop, presenting a potential competitor to Amazon, particularly with its substantial reach among younger demographics.
