Facebook and Instagram have recently introduced a new feature that enables users to make purchases from Amazon without exiting the social media platforms. This convenient shopping functionality is a part of a new collaboration between Meta, the parent company of Facebook and Instagram, and the e-commerce leader, allowing users to integrate their shopping and social accounts. Customers can select items and complete their transactions in a dedicated popup window within the apps, with the feature currently available to Amazon shoppers in the United States.
The launch of this feature was highlighted by Maurice Rahmey, CEO of Disruptive Digital, who noted that the Meta-Amazon partnership creates a streamlined shopping experience. His observations showed how users can efficiently finalize purchases on Facebook with just a few taps. A video demonstrating the process was shared by Rahmey, illustrating the ease of use and quick checkout from within the app.
To utilize this new shopping capability, users must link their Amazon, Facebook, and Instagram accounts. According to Rahmey’s video, users will be required to log in with their Amazon details and consent to share their data with Meta. This integration may also help the companies navigate restrictions imposed by Apple’s App Tracking Transparency policy.
Rahmey suggests that the partnership is mutually beneficial. Amazon stands to gain from increased transaction fees driven by Meta’s extensive user base and advertising capabilities, while sellers may experience higher conversion rates. Moreover, Meta would benefit from an influx of data from Amazon, with increased sales potentially enhancing its platform performance.
An Amazon spokesperson confirmed to TechCrunch the introduction of the in-app purchasing feature, noting that U.S. customers would have access to pertinent Amazon information such as estimated delivery times, product specifics, and live pricing updates. Presently, this shopping experience seems limited to users in the U.S., with no announcements from either company regarding expansion into other regions, including Europe and Asia.
