Meta and Amazon are testing a feature that lets shoppers purchase Amazon products directly through Facebook and Instagram ads

Meta and Amazon are currently testing a feature that will let shoppers purchase directly from the Facebook and Instagram ad platforms.

Although Meta has abandoned its previous efforts in direct shopping through the two social networks, it still views its app as a shopping platform.

The new proposal includes an invitation for consumers to link their Amazon accounts with their Facebook and Instagram accounts.

The move makes the Meta platform more attractive to advertisers and allows Amazon to reach more shoppers beyond its online stores. The unique partnership between the two companies could help overcome challenges faced by TikTok and other Chinese companies in the e-commerce space.

U.S. shoppers can now instantly view product prices, estimated delivery times and product details through Amazon ads on Facebook and Instagram. For the first time, customers can shop directly from Amazon ads within both social networks without leaving the app, according to an Amazon spokesperson.

It’s unclear how widespread the new measure will be, but some Instagram ads encourage users to shop on Amazon and direct them to product pages and buy buttons. The partnership represents a huge revenue opportunity for Amazon, Meta and advertisers.

It is worth noting that Meta has announced that it has suffered a significant loss of advertising revenue due to changes in its privacy policy in 2021, and is currently seeking to use smart technology to improve the accuracy of ad targeting.

Amazon, by contrast, is targeting customers outside of its app and increasing the value of its Prime membership through its Buy with Prime service.

He emphasized that the cooperation between Meta and Amazon reflects the effective complementarity between the two companies’ strengths, with shoppers benefiting from relevant advertising and a fast checkout experience, while Amazon receives high shopping volume.