About the Partnership 

Amazon has entered a new partnership with TikTok similar to collaborations with Meta’s Facebook, Instagram, and Snapchat. The deal will allow TikTok users to purchase products directly from Amazon’s ads displayed in their feeds. 

Also, Pinterest and Amazon have an ongoing partnership where Pinterest uses Amazon to help manage and fill up their advertising space as per Bloomberg. In other words, when Pinterest has excess ad inventory, it turns to Amazon to place ads. 

How the new feature will work

“Users can now seamlessly discover and purchase their favorite products from Amazon directly within the TikTok app.” according to TikTok. 

To purchase products, shoppers can link their Pinterest and TikTok profiles with their Amazon accounts and use their stored payment and shipping information to carry out transactions.

Also, the collaboration will see Amazon product suggestions on these platforms. Users can see real-time Amazon product information and make purchases.

“Users who choose to link their accounts in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads in TikTok as part of the experience,” the TikTok post read.

Amazon Consultant, Fahad Sajjad explained on LinkedIn that Amazon will handle the advertising on TikTok similarly to how Meta manages ads on its platform. However, with time, brands will use Amazon’s advertising tools, such as Sponsored Display and Demand-Side Platform (DSP) ads, on TikTok. 

When users link their accounts, brands will be able to track and attribute the effectiveness of their ads more accurately. “This could also extend to content from creators who are whitelisted, making it even more crucial for brands to build a network of influencers for their Amazon products,” Sajjad added. 

How will this benefit users?

In a LinkedIn post, the Global Product Marketing Manager at TikTok, Keunrak Kang, explained, “This integration is all about enhancing connected experiences—making it easier for users to discover, shop, and enjoy the products they love on Amazon without ever leaving the TikTok app. Whether you're catching up with funny videos or exploring new content, you can now shop seamlessly with just a few taps.”

Therefore, the feature is designed to enhance the user experience by making it easier for shoppers to buy products as they discover them. TikTok aims to “create a frictionless shopping experience” and offer a convenient experience for shoppers.

Impact of this deal for brands 

Commenting on the partnership, Sajjad noted that the integration highlights the growing importance of 'social commerce' and how merging social media with e-commerce is reshaping how people shop online. 

With the partnership, Amazon aims to leverage TikTok's viral content and trends, Joanna Williams explained on LinkedIn, “By allowing TikTok users to purchase items directly from video ads, Amazon will capitalize on the impulse of viral fashion trends and consumers' excitement in the moment.” She noted. 

Joanna Williams further explained That brands that do not adapt to the growing trend of combining e-commerce with content, entertainment, and community interactions will be left behind.