Amazon wants you to buy its stuff while you’re watching TikTok

Amazon‘s newest integration will connect its listings to two platforms that have made significant investments in ecommerce. Users on TikTok and Pinterest will be able to buy items directly from in-feed Amazon ads, therefore eschewing the need to complete their purchases on an external site.

According to a TikTok blog post, the integration will initially apply to “select Amazon ads” on the For You page. To purchase the advertised items through TikTok, users must complete a one-time process to link their Amazon account information. Once they do, they’ll see product details like Prime eligibility and shipping estimates listed on the ad itself.

“Users can now seamlessly discover and purchase their favorite products from Amazon directly within the TikTok app,” reads the post. “This shopping experience is powered by Amazon through ads placed on TikTok and allows users to complete product purchases with Amazon in TikTok’s native environment.”

Amazon is still an ecommerce titan, but in recent years, the tech giant has kept an eye on social shopping as a potential new frontier for its digital marketplace. The 2022 launch of a TikTok-inspired feed called Inspire showed that Amazon understood the earnings power of the For You Page and sought some of those dollars for itself.

Over the past year, TikTok has continued to increase the prominence of its ecommerce features. Its Shop hub now counts more than a half-million sellers in the U.S. alone. Back in January, TikTok set $17.5 billion as its annual revenue goal for its U.S. ecommerce operation.

Amazon’s other new partner has its own aspirations in the world of social shopping. Pinterest has kept pace in the ecommerce race by relying on a creator-focused strategy marked by shoppable shows.

These integrations are similar to the ones Amazon brought to Instagram and Snapchat last year. In theory, these partnerships are mutually beneficial, with Amazon getting more reach and the platforms getting more credibility as digital marketplaces. The actual results, however, have been murkier. Some marketers have argued that few brands are seeing significant results from the Insta and Snap integrations.

Perhaps, on TikTok, there will be more reasons for brands to buy into Amazon’s integrated ads. One would think that this kind of partnership would be the perfect addition to the ecommerce operation at Amazon-owned Twitch, but the tech giant has its eyes on the short-form video world.