Amazon Makes Meta, Snapchat Ads More Shoppable

Amazon has partnered with both Meta and Snapchat to launch enhanced, in-app shopping experiences for Prime members, allowing them to purchase products directly on the social media platforms.

In an email shared with Path to Purchase Institute sibling brand Chain Store Age, an Amazon spokesperson confirmed that the e-tailer is, for the first time, enabling customers to shop its Snapchat ads and check out with Amazon without leaving the social media app that’s particularly popular with Gen Z.

“Customers in the U.S. will see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in Snapchat as part of the new experience,” the spokesperson said in the email to CSA. “In-app shopping with Amazon is available for select products advertised on Snapchat and sold by Amazon or by independent sellers in Amazon’s store.”

Similarly, Meta revealed its collaboration with Amazon last week via the social network’s support page, saying it now allows Facebook and Instagram users to directly link their Meta and Amazon Prime accounts in order to engage more seamlessly with ads.

The opt-in experience enables users to see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads on Facebook and Instagram. Users can check out with Amazon without leaving Facebook or Instagram and “experience more relevant ads,” according to a Meta’s support page.

Meta says it may use information shared with the company by Amazon and stores offering Buy with Prime to further personalize the ad experience for those who opt-in.