Amazon is enabling direct shopping via a social media platform popular with Gen Z.
In an email to 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.
“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. “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.”
This social media shopping partnership follows Amazon’s recent collaboration with Meta for in-app shopping on Facebook and Instagram. Meta now lets consumers directly link their Facebook and Instagram social media accounts to Amazon in order to see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in Facebook and Instagram.
As a result, participating Facebook and Instagram users can make purchases from Amazon by clicking on ads in their social feeds, without having to leave the Facebook or Instagram app.
Main Amazon rival Walmart simulcasts shoppable livestreams on Facebook, allowing Facebook followers of retailers, brands, publishers and influencers receive an alert when they go live on a Walmart live shopping broadcast, giving consumers the ability to watch and shop directly within the social network.
These deals also come as TikTok is looking to challenge Amazon by diving into e-commerce. In September, the company launched its long-anticipated TikTok Shop in the United States. The video-focused social media platform says it has more than 150 million U.S. users.
Meanwhile, e-commerce giant eBay began letting users share eBay listings directly into Snapchat posts in 2022.
Editor's Note: Official Ghost logo downloaded from Snapchat according to guidelines.