Another major traffic entrance for Amazon! Directly connect to social media platforms for exposure

Amazon has been making moves to open up traffic portals recently. First, it built-in "Tiktok", and recently started to cooperate with a social media platform Pinterest! Sellers have the opportunity to directly acquire users on Pinterest!

Pinterest is a waterfall-style photo social networking site, known as the Twitter of pictures. As early as 2013, it was one of the top ten most popular social media platforms in the world, with a huge user base. The cooperation with Amazon this time can be regarded as a strong alliance, because Amazon has tried many times in social media, but most of them ended in failure. On the contrary, Pinterest has tried many times to transform into an e-commerce company, linking picture inspiration with consumer shopping, but all failed. The two companies just happened to have something that the other lacked, so they hit it off and started in-depth cooperation.

According to the information released so far, the two parties will start their cooperation by connecting their advertising business to social media platforms. Pinterest will arrange some advertising spaces when users browse posts. Everyone who has used social media knows that almost every platform has such spaces. Pinterest's advertising spaces will be directly connected to the Amazon platform. If users click on these advertising posts, they will be directly redirected to the product details page of the Amazon app. This is also the first time that Amazon's advertising business has fully connected to a third-party platform, which is of extraordinary significance.

According to the data released by Pinterest, Pinterest has more than 463 million monthly UVs, which is quite good. You should know that Amazon US has an average of 2.5 billion PVs per month, which is much less if divided into UVs. Each user will browse at least 3-5 pages on Amazon, so 2.5 billion monthly PVs is equivalent to 500-800 million UVs. It can be said that Amazon US advertising has directly added a large pool equivalent to the entire site's traffic!

However, the content of this cooperation is still in progress. It is still unknown how the specific advertising space will be displayed and when the function will be launched. Pinterest estimates that it will take at least Q3 to conduct a small-scale test, and the earliest it will be open to all Amazon sellers will be next year.

As for Amazon, it is still through display ads that it reaches Pinterest customers.

A few years ago, display ads were a feature exclusive to the noble Vendor account, but now they are fully open to ordinary sellers. Display ads did not have the function of attracting traffic from outside the site at the beginning. This off-site entrance is a feature that Amazon has promoted after it was fully opened, placing sellers' display ads on third-party websites such as Twitter and Facebook.

After display advertising had this kind of outward promotion, a very attractive concept called customer recovery was proposed. The focus is to reach those customers who have viewed your products but have not purchased them yet, so that these people can see your product placement on various other websites, so as to retain this potential customer to the maximum extent and make him change his mind. Therefore, the most important thing about this type of advertising is exposure.

After cooperating with Pinterest, this traffic will no longer be a problem. If we use display ads in the end, it will definitely greatly improve the effect and cost-effectiveness of display ads. However, this is no different from the previous cooperation with other platforms. Display ads can be placed on third-party platforms. How can such cooperation be deep?

So even though display ads can be seamlessly connected to Pinterest, I think the cooperation between Amazon and Pinterest will definitely go beyond that. If Amazon is bolder, it might even open a separate advertising model for this "first deeply cooperative third-party platform."