Amazon has partnered with Snap to allow users to buy its products directly from ads on the social app. The Amazon ads on Snapchat will display real-time pricing, delivery estimates, product details and Prime eligibility, the e-commerce giant told TechCrunch. Customers can link their Snapchat account to their Amazon account through a one-time set-up and complete a checkout with Amazon in the product ad using their default Amazon shipping address and payment method, without leaving the social app.

The partnership with Snap will allow Amazon to better compete with TikTok, which recently launched TikTok Shop in the United States. Amazon’s exposure to young users on Snapchat has the potential to reach customers it may not have been able to otherwise, as well as display products that they may not think about buying when they complete their regular purchases directly on Amazon.

Amazon also has partnerships with Meta, which allows users to purchase Amazon products directly from ads on Instagram and Facebook, and with Pinterest, allowing users to discover and buy relevant products through shoppable content.

Amazon’s social network deals will also help it compete with Shein, as well as benefit Snap and its advertising business. Following the news of Amazon’s deal with Snap, the social app’s shares were up more than 9%.

Snap declined to comment on the matter.

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