Amazon is pushing deeper into social shopping channels, launching support for shoppers to order when logged in to Pinterest or TikTok.

The new functionality will be possible when TikTok and Pinterest users link their accounts to Amazon. Doing so will allow them to buy through Amazon without ever leaving either social platform’s own experience.

Amazon ranks No. 1 in the Top 1000. The database is Digital Commerce 360’s ranking of North America’s largest online retailers. Amazon is also No. 3 in Digital Commerce 360’s Global Online Marketplaces Database, which ranks the 100 largest such marketplaces by third-party gross merchandise value.

How Amazon purchases through TikTok and Pinterest will work

Responding to Digital Commerce 360, an Amazon spokesperson outlined what Amazon wants to do for customers with the new partnerships.

“Amazon is making it more convenient for customers to shop on social media by expanding in-app shopping,” the spokesperson said. “Customers can now shop Amazon’s TikTok or Pinterest ads and check out with Amazon without leaving the TikTok or Pinterest app.”

The spokesperson added that customers who choose to link their accounts in the U.S. will see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in TikTok or Pinterest.

That doesn’t mean TikTok users can do all their Amazon shopping from the site; according to Amazon, there are limits.

“In-app shopping with Amazon is available for select products advertised on TikTok or Pinterest and sold by Amazon or by independent sellers in Amazon’s store,” the spokesperson said.

Balancing risk and opportunity

Retail experts see the pros and cons of the new partnerships.

Julian Reis is the founder and CEO of the social commerce platform SuperOrdinary, which assists brands with marketing on both Amazon and TikTok. He is watching the new platform partnerships closely.

“While TikTok’s integration offers Amazon valuable opportunities to increase sales and improve digital marketing, it also introduces potential risks concerning brand control, platform reliance, and regulatory issues,” Reis said, adding that more than ever, it is essential for brands to have end-to-end capabilities on both Amazon and TikTok for them to maintain complete control of their presence on these platforms.

The most significant risk for Amazon is the lack of control. Reis says Amazon’s brand perception could suffer if the shopping experience on TikTok is not seamless. If TikTok’s popularity declines for some reason, it could impact Amazon. Alternatively, if TikTok or Pinterest changes course, that can impact Amazon.

“Relying on TikTok for a significant portion of sales could expose Amazon to risks related to changes in TikTok’s algorithms, policies or business strategies,” Reis stated.

Potential benefits for Amazon TikTok and Pinterest partnerships

Michael Zakkour, founder and chief strategist at retail consulting company 5 New Digital, said the move has upsides for Amazon.

“This is an unusual and bold move for Amazon and is part of their larger effort to move beyond flat, 2D, catalog ecommerce to an ‘Immersive Commerce’ model,” Zakkour explained.

The partnerships fit with Amazon’s announcement about offering a discount cross-border commerce platform to compete with Temu, he said. They also help Amazon connect with a younger audience, he added.

“This partnership provides real upsides to Amazon, including extended reach in social spaces without having to build their own, offering convenience to TikTok and Pinterest users, and gaining consumer insights and data,” Zakkour said.

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