The line between shopping and social media is becoming increasingly blurred. Snapchat users will soon be able to make purchases directly from Amazon ads in the app, marking a significant shift in the online shopping landscape.
Amazon and Snapchat Join Forces
Amazon is partnering with Snapchat to enable customers in the U.S. to view real-time prices, check Prime eligibility, get delivery estimates, and see product details on select Amazon product ads within the Snapchat app. The collaboration will further integrate Amazon with social media platforms, a move that may boost ad revenue for Snapchat.
A Growing Trend
This is not Amazon's first foray into social media integration. A similar agreement was recently struck with Facebook and Instagram. Last week, Amazon made a deal with Meta, giving Facebook and Instagram users the ability to shop Amazon ads without needing to leave the apps. Amazon also teamed up with Pinterest in April to generate more shoppable content. This pattern showcases Amazon's growing alliance with social media platforms, a move likely aimed at influencing shopping habits.
The TikTok Factor
The launch of TikTok's own shopping platform has increased pressure on competitor social media apps. The partnership between Amazon and Snapchat is viewed as a way to counter this new competition from TikTok.
Viral Moments Spark New Merchandise
A recent study found that a significant 43% of consumers use social media to discover goods and services, influencing brands to create new products in response to viral moments. For example, Olive Garden capitalized on a serendipitous viral moment by making cheese graters available for online purchase. In another instance, McDonald's unveiled a collaboration with Crocs, a clear testament to the impact and influence of platforms like TikTok, Instagram, and Facebook on product development and marketing strategies.