Amazon has exciting news for Snapchat enthusiasts! The e-commerce giant has teamed up with Snap to introduce a groundbreaking feature – direct purchasing through engaging ads on the social app. This partnership, confirmed by Amazon to TechCrunch, enables users to seamlessly buy products showcased in real-time Amazon ads on Snapchat. Imagine seeing an eye-catching product, checking its pricing, delivery estimates, product details, and Prime eligibility right then and there!
The process is as user-friendly as it gets. Users can link their Snapchat accounts to Amazon through a simple, one-time setup. Once linked, completing a purchase within the social app is a breeze. With in-app shopping available for selected products, users can finalize their Amazon checkout without leaving the Snapchat environment, utilizing their default Amazon shipping address and payment method.
This strategic move allows Amazon to compete effectively with TikTok's recent foray into social commerce through TikTok Shop. While Amazon holds massive influence, TikTok's reach among younger millennials and Gen Z users is undeniable. By showcasing products on Snapchat, Amazon taps into a demographic it might have missed otherwise.
This collaboration mirrors Amazon's recent partnership with Meta, enabling direct product purchases from Instagram and Facebook ads. Moreover, Amazon has extended its social commerce reach with a Pinterest partnership. These initiatives align with Amazon's attempts to create its versions of popular social apps.
Notably, these partnerships position Amazon to rival competitors like Shein, which has been expanding its U.S. presence. Snap, on the other hand, stands to benefit significantly from Amazon's partnership, boosting its advertising business that has faced challenges in recent years. Following the announcement, Snap's shares soared over 9%, highlighting the positive impact of this collaboration on both entities. Exciting times lie ahead as Amazon continues to redefine the landscape of social commerce!