Recently, it was announced that Amazon was partnering with Facebook and Instagram to allow in-app shopping capabilities, and shortly thereafter a similar announcement came that Snapchat, too, was among the recent apps to solidify their partnership with Amazon. This comes only a few months after Pinterest partnered with Amazon Ads as their first third-party ads partner.
Expansion of social commerce
It’s clear that by partnering with Meta and Snapchat, Amazon is looking to better compete with TikTok's recent launch of TikTok Shop, taking advantage of the expansion of opportunities within social commerce Amazon customers are now able to seamlessly engage with shoppable content and purchase Amazon products directly from select ads in the apps they are using. Customers can choose to link their Instagram, Facebook, and Snapchat accounts to Amazon for in-app purchases.
The significance of social commerce for brands
There is a significant amount of opportunity here for not just Amazon and its partners, but also brands competing in the market. After struggling with its own efforts around live shopping on Facebook and Instagram, this deal poses be beneficial for both Meta as well as Snapchat, who has been struggling with their own advertising business.
With Amazon partners able to gain better targeting and optimization, using the consumer shopping data from Amazon will allow brands to show consumers more personalized ads coupled with the convenience of a quick, no-hassle checkout process. Thus leading to better conversion rates.
Our VP of Advertising, Tayler Jaksim, provides her take on the recent news:
“The Amazon x Meta and Amazon x Snapchat partnerships are giving brands a vehicle to look at digital marketing from an omni-channel view, versus in silos. The focus of any brand really should be getting the consumer to purchase, whether the medium is through email, a Meta ad, a Snap ad, Amazon organic listings, etc. By letting someone convert on a Meta ad without leaving the app, this will be one less barrier to entry and, hopefully, lead to more conversions.”
Driving omni-channel digital marketing efforts
Although there have been efforts in the past to capitalize on social commerce (looking at Amazon’s version of social apps, Spark, and Meta's live shopping push), success has been limited. With social networks and shopping apps now working in tandem, this gives consumers the user experience they’re looking for, while also allowing brands a true omni-channel view of their marketing efforts.
If you’re interested in learning more about how Blue Wheel can aid in your Meta and Snapchat x Amazon advertising efforts, schedule a consultation with our team, we would love to hear from you.