Meta has announced a new feature that allows users to connect their Facebook and Instagram accounts seamlessly to Amazon, to buy promoted goods directly from Amazon feeds.
An Amazon spokesperson emphasised that the deal is an opportunity for customers, as well as for Meta, Amazon and its advertisers, stating: "For the first time, customers will be able to shop Amazon’s Facebook and Instagram ads and check out with Amazon without leaving the app. Customers in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads in Facebook and Instagram as part of the new experience."
The deal allows Meta to upweight the volume of social commerce conducted on its platforms but also to keep users within the Facebook and Instagram apps by allowing them to make Amazon purchases without leaving the platform.
This collaboration is good for Amazon’s third-party sellers who will potentially be able to sell goods on Facebook and Instagram effortlessly, without the need to build a custom storefront.
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