Meta and Amazon are collaborating on a new in-app shopping feature on Facebook and Instagram

Meta may have abandoned its efforts around live shopping on Facebook and Instagram, but the social networking company still believes in the potential of its apps as a shopping platform. That led to news today that the company is now working with Amazon to allow customers to link their Facebook and Instagram accounts to their Amazon account to shop through Meta’s social apps, where they can check out their stored Amazon payment information and sent to their stored Amazon shipping address.

“For the first time, customers will be able to buy ads on Amazon’s Facebook and Instagram and check out Amazon without leaving the social media apps,” an Amazon spokesperson confirmed in a statement. “US customers will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads on Facebook and Instagram as part of the new experience,” they said.

Amazon also noted that the new in-app shopping feature will be available for select products advertised on Facebook or Instagram and sold by Amazon or by Amazon’s independent storefront sellers.

For starters, it’s a quick one-time setup where customers link their Meta accounts, either Facebook or Instagram, to their Amazon account. After this process they can check Amazon from the product ad itself, without leaving their Facebook or Instagram app. Their default shipping address and payment information from Amazon will be used to complete the sale.

News of the deal was first leaked by a Meta and Google Ads partner, and co-CEO of Disruptive Digital, Maurice Rahmey. In a LinkedIn post, he explained the benefits of the deal, noting that Meta will get better targeting and optimization by using information from Amazon and stores that offer Buy with Prime to show ads on consumers. This also results in better conversion rates, as customers can check out more quickly. And Meta can tailor ads messaging and product pages based on whether the user is a Prime member, then adjust other information like real-time pricing or shipping estimates, as needed.

“While further details are still scarce, this partnership could be a huge revenue opportunity for Meta, Amazon, and most importantly, advertisers,” Rahmey wrote, adding that Meta will get more ad signals and more significant conversions, while Amazon gets more transactions. from major discovery platforms. (Amazon tried for years to create its own versions of social apps like Instagram and TikTok, but it never took off.)

In addition, Rahmeny writes, “Due to the shared data of this partnership, it also bypasses any challenges of Apple’s App Tracking Transparency policy, meaning a true closed loop performance engine.”

More to come…

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