Amazon is partnering with TikTok to enable in-app shopping, allowing users to purchase items from Amazon advertisements without leaving the video platform.

An Amazon spokesperson told The Information that in-app shopping is now available for select products advertised on TikTok and sold by Amazon or independent sellers in its marketplace. 

This collaboration extends Amazon’s existing partnerships with other social media platforms, including Pinterest, Meta Platforms, and Snap.

The new feature represents a shift from previous Amazon ads on TikTok and Instagram, which redirected users to Amazon’s website. 

Now, users can link their social media accounts to their Amazon profiles, enabling them to complete purchases within the social media apps using their stored payment and shipping information.

The Information reports that the new social media ads display more detailed product information typically found on Amazon’s site, such as prices, estimated shipping times, and Prime eligibility.

Social Media’s Impact on Shopping Behavior

For Amazon, the TikTok partnership opens new avenues for reaching consumers through one of the most popular social media platforms.

In April, TikTok revealed that over 15 million sellers use TikTok Shop globally – 500,000+ in the U.S. It has invested hundreds of millions in platform safety and staffing for TikTok Shop.

IZEA’s recent study revealed the growing impact of social media and influencer marketing on Amazon purchasing decisions.

The study found that 62% of the surveyed social media users had purchased a product after seeing it used by an influencer. This percentage varied across age groups, with 84.9% of 18-29-year-olds reporting influencer-inspired purchases, compared to 31.1% of those over 60.

TikTok emerged as the leading platform for product research, with 76% of its users likely to conduct pre-purchase research on the platform.