Amazon.com (NASDAQ:AMZN) announced on Monday its collaboration with Snapchat (NYSE:SNAP) to enable users in the United States to purchase select products directly through the app. This move reflects Amazon’s strategy to leverage the increasing influence of social media on shopping trends and capitalize on the growing trend of social commerce.
Social media platforms are increasingly integrating shopping features, with platforms like TikTok launching their own online shopping services. Amazon has previously established similar partnerships with other social media giants such as Meta Platforms (owner of Facebook) and Pinterest. The collaboration with Snapchat is expected to boost Amazon’s advertising reach and provide Snap with additional avenues for revenue generation.
The partnership allows Snapchat users to make purchases directly from Amazon ads within the app, streamlining the shopping experience. Users can view real-time pricing, check Prime eligibility, access delivery estimates, and review product details without leaving the Snapchat app. This integration aligns with the broader trend of social media platforms evolving into e-commerce hubs.
Snapchat, which reported better-than-expected earnings last month, stands to benefit from the collaboration as it could aid in the recovery of its advertising business. The details of the partnership were revealed in an email statement from Amazon, while Snap declined to comment on the matter. Snapchat’s shares experienced a more than 9% increase following the news.
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