Snapchatters, Get Ready to Shop with Amazon Ads!
(Reuters) – Amazon.com said on Monday it will allow U.S. Snapchat users to buy some products directly from the app, as the e-commerce giant seeks to capitalize on growing use of the social media site for shopping.
The social media’s stock prices rose more than 9 percent on the news.
As social networks increasingly influence shopping trends and trends, some platforms, such as TikTok, are launching their own e-commerce services, while others, such as Snapchat, are allowing e-commerce companies to tap into their subscriber base.
Amazon also has similar ties with Facebook owner Meta Platforms and Pinterest. Its partnership could help revive Snap’s advertising business, which reported better-than-expected earnings last month.
“The battle with TikTok is on, and the partnership will help Amazon compete in the more impulse-driven, ad hoc buying that’s happening on social media,” said Jasmine Enberg, principal analyst at Insider Intelligence.
Enberg added that the move could help Snap position itself as a major acquisition target, something it has struggled to do in the past.
The tie-up will allow customers to shop directly from Amazon ads on Snapchat and make purchases without leaving the app, the Seattle-based company said in an email.
Potential shoppers could also see real-time prices, Prime eligibility, shipping estimates and product information for select Amazon product ads on Snapchat, it added.
Snap declined to comment on the news, which was first reported by The Information.
