Pinterest, Amazon Become Strategic Partners

Pinterest has entered a strategic partnership with Amazon that makes the e-commerce giant the first partner for third-party ads on the discovery platform.

As user engagement with shoppable content on Pinterest continues to grow, the partnership with Amazon Ads aims to boost revenue and bring more brands and relevant products to the site as well as offer a seamless on-Amazon buying experience for consumers, according to a media release from Pinterest.

“This milestone partnership will add to the great brands already on the platform and provide more comprehensiveness, shoppability and a best-in-class buying experience for users, along with greater performance for brands and advertisers,” Bill Ready, CEO of Pinterest, said in the release. “This aligns with our goal of making every Pin shoppable, so that we can enable as many users as possible to bring their dreams to life.”

The partnership will be a multi-quarter implementation, which is slated to begin rolling out later in 2023, meaning users likely won’t see the ads for months. Once the rollout is complete, Pinterest users will be directed to the Amazon online store to purchase items.

“Amazon Ads is delighted to partner with Pinterest and make it even easier for customers to discover and buy relevant products through shoppable content, while also providing differentiated value for brands,” added Paul Kotas, senior vice president, Amazon.

Amazon’s ad business dominated the retail ad spend in 2022, capturing 37% of the market share, according to a study from MediaRadar, an advertising intelligence and sales enablement platform.

In January, Pinterest partnered with data connectivity platform LiveRamp to pilot clean rooms for select advertising partners. Albertsons Cos. was selected as Pinterest’s first advertising partner to leverage this solution to support the grocer’s network, Albertsons Media Collective.