Pinterest announced a third-party advertising partnership with Amazon, in response to the platform’s reported growth of user engagement with shoppable content.
The Amazon partnership, which is slated to roll out later in this year, marks Pinterest’s first foray into third-party ads. Pinterest says it will bring more brands and relevant products to the platform, along with Amazon’s well-known and user-friendly shopping experience.
“Over 463 million people come to Pinterest each month to create a life they love,” it says in Pinterest’s announcement of the partnership. “Brands and products are a critical piece of this journey, enabling Pinners to move easily from inspiration to action and advertisers to realize value in connecting with users with high commercial intent. Our partnership with Amazon will allow us to scale these efforts in meaningful ways.”
“This milestone partnership will add to the great brands already on the platform and provide more comprehensiveness, shoppability, and a best-in-class buying experience for users, along with greater performance for brands and advertisers,” said Bill Ready, CEO of Pinterest, in a statement. “This aligns with our goal of making every Pin shoppable, so that we can enable as many users as possible to bring their dreams to life.”
Pinterest’s push for more shoppable features on its platform aligns with similar efforts on other social media like Instagram and Facebook, where in-app shopping is becoming more commonplace and creators are being provided more ways to monetize their presence. Conversely, Meta, parent company for Instagram and Facebook, shuttered its live shopping features earlier this year.
This news comes shortly after Pinterest announced new ways to shop on its platform, including Shuffles, an app for creating collages and digital art. Pinterest has said Gen Z is using Shuffles to curate outfit collages and mood boards with shoppable ideas. For more, read “Recapturing the Joy of Shopping With Pinterest” on the platform’s blog.
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