As per Reuters, Amazon has announced its newest partnership with Snapchat to run shopping advertisements and buy products directly on the social media application.
Amazon reportedly has similar partnerships with Pinterest and platforms from Facebook owner Meta. This Amazon shopping partnership will enable users to shop straight from Snapchat adverts for Amazon and complete their purchases without leaving the app.
The company also stated that on some Amazon product advertising in Snapchat, prospective customers would also be able to view real-time prices, Prime eligibility, shipping estimates, and product details.
The move reportedly follows a growing trend of social networks' growing influence over consumer trends and behaviors. Specific platforms, like TikTok, are introducing their own online buying experiences, while other platforms, like Snapchat, are letting e-commerce companies leverage their user base.
Amazon and Snapchat have also recently announced an augmented reality-centered shopping experience wherein customers can explore, shop, and virtually try on thousands of eyewear styles directly on Snapchat and then quickly purchase in the Amazon Fashion store.
Amazon shopping proves to be ramping up its efforts in an impending clash with TikTok, as per Jasmine Enberg, a principal analyst at Insider Intelligence. The expert says, "The battle with TikTok is on, and the partnership will help Amazon shopping compete in the more impulse-driven, serendipitous type of shopping on social media."
TikTok Shop vs. Amazon Shopping
TikTok has recently tapped into the US e-commerce market with its launch of the 'TikTok Shop' in September, as per Business Insider. The move allowed TikTok users to access an in-app shopping solution, including checkout, TikTok Shop advertisements, shoppable short and live videos, fulfillment, and a marketplace accessible via a distinct Shop tab.
Nikkei Asia has recently reported the seemingly successful move from TikTok wherein American vendors are already discovering an increase in sales by using TikTok to showcase the vendors' goods. According to a seller quoted in the report, they used to sell 250 boxes a month on average for $25 to $40 on Amazon.com. The firm now sells over ten times as many boxes daily with 100 boxes.
GrowMojo, a marketing assistance company in California, has its president, Kendall Fargo, reportedly stating that TikTok excels at collecting data. It facilitates placing the appropriate items in front of the proper buyer.
Before using Google to research a product, teens, and people in their 20s visit TikTok, he added. "TikTok can present a lot of purchase opportunities for you."
Amazon and Meta on eCommerce
Amazon Shopping's partnership with Snapchat is entirely similar to its Meta partnership, as Amazon spokesperson Callie Jernigan confirmed.
Customers may expedite checkout using their already saved Amazon payment details and delivery address. For some Amazon product advertising on Facebook and Instagram, the feature will provide real-time price, Prime eligibility, shipping estimates, and product details, as reported by Tech Times.
Amazon's Meta Partnership is reportedly described by Maurice Rahmey, co-founder and co-CEO of Disruptive Digital, as "the most significant ad product of the year" as it now allows Meta to "better targeting and optimization" by using Amazon's consumer information, better conversion rates and better-personalized advertisements.
