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What You Need to Know About the Ecommerce Partnership Between Amazon and Meta

Amazon and Meta added a feature allowing users to link their Facebook and Instagram accounts. Here’s what it means for ecommerce sellers!

  • November 10, 2023
  • /
  • Chuck Kessler
An image of the Facebook and Amazon logo side by side

Over the last year, TikTok has made enormous advances growing their social commerce ecosystem. While TikTok has been busy building its own marketplace, TikTok Shop, it appears that Amazon and Meta, the Facebook and Instagram parent company have all been paying close attention. 

The partnership established between Amazon and Meta allows users to link their Facebook and Instagram accounts with Amazon. That connects a lot of dots for ecommerce shoppers (and sellers). 

By enabling the sharing of precious data for ad targeting, they’ve thrown open the door to full-throttle, foot-on-the-gas-pedal ecommerce. 

A lot of the functionality has to do with Amazon Attribution.

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What is Amazon Attribution?

Amazon Attribution is a free tool provided by Amazon that allows sellers, vendors, and agencies to measure the impact of their non-Amazon marketing efforts on their Amazon sales. It helps marketers understand how their advertising campaigns across various channels, such as search ads, social media, video ads, and email marketing, contribute to sales on Amazon.

Key features of Amazon Attribution:

  1. Cross-channel measurement: It tracks the performance of marketing campaigns across multiple channels and devices.
  2. Conversion metrics: It provides data on clicks, detail page views, Add to Carts, and purchases generated by each marketing campaign.
  3. Full-funnel insights: Marketers can analyze customer behavior at each stage of the purchasing journey.
  4. On-demand reporting: It offers customizable reports that can be easily downloaded and shared.

By using Amazon Attribution, marketers can make data-driven decisions to optimize their advertising spend, improve their return on investment (ROI), and develop more effective marketing strategies to drive sales on Amazon.

Mini Amazon Shopping Pages on Social Channels

Amazon sellers are probably used to being able to link their Facebook and Instagram ads through the product page on Amazon’s mobile website. After taking a quick look at pricing and reviews, shoppers could make a purchase by logging into their Amazon account. 

This is different – and so much better! 

With this change, when a user clicks on an Amazon ad on Facebook or Instagram, it appears that they’ll be presented with a version of a mini-Amazon page that mirrors the entire Amazon check out experience up to and including a prominent “Buy with Amazon” button.  

What Does This Mean to Amazon sellers? 

With – at least – one fewer click before reaching the Buy Box, it’s going to streamline the purchase process and is bound to elevate conversion rates across the board. 

Marketplace Pulse reports that the new shopping experience is voluntary and includes brands using Buy with Prime.

Here’s information directly from a help page on Facebook:

“For a more seamless shopping experience from an ad on Facebook and Instagram, you can choose to link your Meta and Amazon accounts. This opt-in experience will allow you to see real-time pricing, Prime eligibility, delivery estimates and product details on select Amazon product ads in Facebook and Instagram. You can check out with Amazon without leaving Facebook or Instagram, and experience more relevant ads.” 

As of November 9, 2023, Amazon and Meta (the parent company of Facebook and Instagram) have been quiet about this apparent partnership. Still, the feature has been made available to users in the U.S. 

Maurice Rahmey, Co-Founder and Co-CEO at Disruptive Digital, shared an image of the new shopping experience on LinkedIn.

Four different views of an amazon product page on a mobile phone

According to recent surveys, nearly half of online shoppers now regularly make purchases directly through social platforms. And one-third of shoppers say they’ve purchased a product after seeing it on social media. This shift in consumer behavior is a boon for nimble Amazon sellers embracing social commerce.

There’s a lot of money at stake, and it’s one big reason why Facebook, Instagram, and TikTok are all making moves to keep shoppers on the platform once they’ve -virtually- opened their wallets. 

A Step Forward for Social Commerce and a Win for Shoppers and Sellers Alike

With this change, those shoppers looking to make online purchases are going to get more accurately targeted ads and a streamlined checkout experience. Anything that makes the purchase process easier makes everyone happy. 

Over on the Amazon side, the big wins start with the higher conversion rates and hopefully, less expensive ads. At the same time, the flywheel effect begins to take effect with those higher converting ads leading to increased sales velocity and back again to better conversion rates. 

A Lot of This Change Has to Do With Access to Amazon Data 

Don’t forget about all of the highly valuable shared data that is going to be available both Meta and Amazon. That’s pure gold to everyone from Jeff Bezos right down to the smallest Amazon seller. 

It appears that Facebook has had enough and possibly reached out to Amazon to integrate native-Amazon checkout in their ads. Previously, Amazon wasn’t willing to share their data. They had created attribution tags that could track conversions from Facebook on the Amazon seller account but wouldn’t share the data. 

That made it impossible for advertisers to track performance, and led to a lot of online sellers not using Facebook to sell their Amazon products.

With this new integration, you will be able to send people to a simpler product page AND track conversions as well as the critical data you need to optimize your ads.

How Canopy Management Can Help

This is a big piece of news and something that looks like it’s going to have the potential to move the bar for a lot of Amazon sellers. Canopy Management has been digging into what the rise of social commerce means for entrepreneurs and online sellers and is excited about the potential implications and use cases. 

If you’d like to get a clearer picture of what it could mean to your Amazon business, or would like to know more about the services that Canopy offers, we’re here to help. 

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts. 

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

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