For those who sell on Amazon, Meta has released an update that streamlines the conversion procedure.
For now, US customers may shop for things featured in their social media feeds without leaving Facebook or Instagram by linking their accounts to Amazon.
Maurice Rahmey, co-founder and co-CEO of Disruptive Digital, praised the new feature as “the most significant ad product of the year.” He went on LinkedIn to elaborate on the significance of the launch, writing:
Better targeting and optimisation thanks to Amazon and other retailers that provide Buy with Prime data being supplied to Meta.
Ads with connected accounts have higher conversion rates since customers may complete purchases more quickly.
Whether or not the customer is a Prime member, Meta will adjust the ad’s text and product page, as well as other details like real-time price and delivery estimates, to provide a more tailored experience.
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That’s the way it goes down. Meta users may now click on advertising on Facebook or Instagram, sending them to a shop-like experience inside the apps for fast purchases. Customers may make purchases without inputting credit card information when their Prime accounts are connected.
Benefits of Meta & Amazon Partnership
Rahmey said that this partnership has the potential to bring in a lot of money for Meta, Amazon, and its advertisers.
- increased advertising signals. For increased return on investment, “Meta receives more ad signals from the leading online retailer”
- Increased transaction fees. Sales on Amazon’s platform are boosted by the “greatest discovery ads engine on mobile,” leading to higher transaction fees for the company than other retailers.
- Increased number of successful conversions. “By adding another sales channel and being able to track results from their most effective ad platform to those of their retail partner, merchants can increase their conversion rate.”
Meta’s ad income took a significant blow when Apple’s 2021 privacy rules made it harder for social media businesses to target users. As a result of this and the competition in the digital advertising industry, Meta’s share price dropped by 64% in a single year.
Meta’s ad revenue increased at the beginning of this year after declining for three consecutive quarters, a trend the business credits to its ongoing investments in artificial intelligence. That’s perhaps why the internet giant is looking at boosting its advertising income by teaming up with the retail behemoth Amazon.
According to Amazon
In a statement, an Amazon representative said:
“For the first time, customers will be able to shop Amazon’s Facebook and Instagram ads and check out with Amazon without leaving the social media apps.”
“Customers in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads on Facebook and Instagram as part of the new experience.”
