Meta Allows Amazon Shoppers to Buy on Facebook, Instagram Ads Without Closing the Apps

Meta introduced a new feature that allows users to purchase from Amazon's Facebook and Instagram ads without leaving the apps.

Meta Explores Ways to Boost Revenue

With the new feature, Facebook and Instagram users can easily check out their items by just clicking the promotions in their feeds, eliminating the additional process of redirecting the customer to the Amazon app. This will be the first time that the companies will be debuting such a feature. Customers from the US will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads.

The company has been experimenting with new ways to boost ad revenue after Apple made privacy changes to iOS in 2021. The update affected Meta's business and the digital ad market which resulted in the stock declining to 64 percent last year. While Meta managed to bounce back this year, the company admitted that the partnership with Amazon is a "huge deal" for Meta.

"For a more seamless shopping experience from an ad on Facebook and Instagram, you can choose to link your Meta and Amazon accounts," the support page instructed. With the new feature, users will also start to experience more relevant ads to them.

Meta, Amazon Partnership is a Win-Win

Co-CEO of digital marketing agency, Disruptive Digital, Maurice Rahmey called the partnership "the most significant ad product of the year." The partnership also marked a massive revenue opportunity for Meta, Amazon, and advertisers in the market. Amazon merchants can easily sell their goods on Facebook and Instagram without having to create storefront accounts on the apps.

However, not much is still revealed about the partnership aside from its benefits. While there is no doubt that Meta's "discovery-based" model will boost the sales of the goods, there are no guidelines yet on how merchants will choose to display their goods across Meta's platforms.

Meanwhile, Amazon has been working hard to boost its ad business for a while now. The company has been encouraging big brands and small businesses to improve their placement on the app. Last month, the company reported a 26 percent growth in the online ad business sector.