Amazon has announced a partnership with Snap, enabling users to directly purchase its products through ads on the social app. Real-time pricing, delivery estimates, product details, and Prime eligibility will be displayed in Amazon ads on Snapchat. Users can link their Snapchat and Amazon accounts for streamlined in-app shopping.

This one-time setup allows customers to complete Amazon checkouts within the product ad, utilizing their default shipping address and payment method without leaving the social app. In-app shopping is currently available for select products advertised on Snapchat, whether sold by Amazon or independent sellers within Amazon’s store.

This move positions Amazon to better compete with TikTok, which introduced TikTok Shop, enabling brands and creators to sell products directly on the platform. Despite Amazon’s size and influence, TikTok’s ability to engage younger Millennials and Gen Z users presents a competitive challenge. Partnering with Snapchat exposes Amazon’s products to a demographic it may not reach through conventional means.

Amazon’s collaboration with Snap mirrors its recent agreement with Meta, allowing users to purchase products directly from ads on Instagram and Facebook. Amazon also has a partnership with Pinterest, facilitating product discovery and purchases through shoppable content.

These partnerships emerge as Amazon endeavors to establish its presence in social media, akin to Instagram and TikTok. Amazon’s social shopping features, including a TikTok-like feed, exhibit commercial potential but are still finding their footing in comparison to other social media platforms.

The collaboration benefits Snap by bolstering its advertising business, which has faced challenges in recent years. Following the announcement of the Amazon-Snap deal, Snap’s shares experienced a more than 9% increase.

While contributing to Amazon’s competition with Shein in the U.S., the deal signifies a strategic move for both companies in the evolving landscape of social commerce.

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