Amazon launches one-click payment feature on Facebook and Instagram

If we talk about the most explosive news in the cross-border circle recently, it is probably that Amazon has once again reached a cooperation with Meta (the parent company of Facebook and Instagram)!

Recently, Amazon announced a partnership with Facebook and Instagram to launch a seamless shopping experience.

The seamless checkout function, also known as one-click checkout , is a feature launched through this cooperation to allow users of the FB and INS platforms to complete shopping and checkout directly in the product advertisement without jumping to other pages or switching login accounts.

Last November, Amazon reached a cooperation with Meta to connect Facebook and Instagram accounts with Amazon, realize business interoperability on the platform, and share advertising targeting data.

Previously, ads on Facebook and Instagram would link to product pages on Amazon’s mobile website, where users could view pricing and reviews. However, they still had to log in to their Amazon account to check out , which resulted in jumps and lower purchase conversion rates.

Now, users can quickly complete the shopping process with seamless checkout.

Specifically, when you click on an Amazon ad on Facebook and Instagram, you will see a stripped-down version of the Amazon product page with a prominent “Buy with Amazon” button.

Users can use the payment information and shipping address they saved on Amazon to complete their shopping directly on the advertising page, without having to jump to the Amazon platform or re-enter relevant information , achieving seamless checkout .

This account linking and new shopping experience is voluntary. Users who opt in can check out on product ad pages using their saved Amazon payment information and ship to their saved Amazon shipping addresses.

The launch of this feature means that users need to click and jump less before purchasing - this is the one-click checkout feature designed specifically for Amazon on Facebook and Instagram.

Secondly, Amazon and Meta can share advertising data (equivalent to Taobao and WeChat directly connecting )

Amazon will show users real-time pricing, Prime membership, delivery estimates, product details, etc. in social media ads based on their Amazon account information .

At the same time, Amazon will share limited in-app activity data with Meta so that Meta can display more relevant product ads based on user engagement, but Amazon will not share users' specific shopping behavior on Amazon with Meta.

It is worth noting that Amazon sellers can place product advertisements on FB and INS platforms . According to current information, there are two ways to promote products.

The first is to place ads on your own. Sellers first create a new ad campaign in Facebook Ads Manager or Instagram Ads Manager, select the appropriate ad objective and audience targeting, associate the Amazon products to be promoted in the ad settings, and enable the seamless checkout function to ensure that users can directly see the streamlined Amazon product page after clicking on the ad and can directly complete the purchase.

The second way is to use Amazon’s advertising service. It is said that after sellers set up Sponsored Products or Sponsored Brands ads in the Amazon backend, Amazon will selectively place these ads on these two social media platforms, but the specific information has not yet been announced. You can pay attention to Amazon’s official updates.

From the current perspective, the combination of the two giants is still beneficial!

For consumers , based on data sharing and analysis, and without having to switch between multiple apps or re-login to accounts, shoppers can get more relevant ads and a faster checkout experience, which not only greatly saves time but also maintains the same quality assurance as shopping in Amazon stores.

For Amazon , Facebook and Instagram are among the largest social media platforms in the United States with a huge user base. Amazon can reach a wider potential customer base, especially young users who may not frequently visit traditional e-commerce platforms, thereby increasing product exposure and sales .

For sellers , once the accounts are connected, the traffic from these two platforms will definitely help to expose Amazon products outside the site. By placing advertisements on these two platforms and providing a one-click checkout function, sellers' products will naturally get more sales because there are fewer jumps and better advertising conversions.

At the same time, because of the higher conversion rate of ads, Facebook and Instagram will also obtain more advertising revenue from Amazon. After introducing a large number of high-quality products from Amazon, it will help these two platforms screen and cultivate a group of e-commerce users, allowing more users to develop shopping habits on their sites and form greater stickiness.

However, data is the most critical part of the cooperation between the two parties. How Meta and Amazon use the data and how it will affect the advertising of Amazon sellers remains to be seen.