Pinterest has made a bold move that’s shaking up the social media world. Pinterest is opening up third-party ad demand on Pinterest. As user engagement with shoppable content on Pinterest continues to grow, we’re pleased to have selected Amazon as our first partner for third-party ads. This partnership marks a major shift in how people shop online.
How the Partnership Works
The deal is pretty simple but powerful. When users click on an Amazon ad on Pinterest, they’ll be taken directly to Amazon to make the purchase, Pinterest says. This means no more jumping between apps or losing track of items you want to buy.
Think of it like this: You’re scrolling through Pinterest looking for home decor ideas. You see a cute lamp in someone’s pin. If it’s an Amazon ad, you can click it and buy that exact lamp right away on Amazon. No searching, no guessing – just instant shopping.
The Numbers Tell an Amazing Story
The results have been impressive so far. For our sample of Search terms on Pinterest, we estimate the AMZN Partnership ad mix is ~30%+ and much higher when just looking at Feed ads. This means about one-third of Pinterest’s search ads now come from Amazon.
Here are some key facts about Pinterest’s reach:
- Over 463 million people come to Pinterest each month to create a life they love.
- Global Monthly Active Users (“MAUs”) increased 11% year over year to 537 million.
- In January 2024, Pinterest was really popular among women aged 25 to 34, making up about 20.4 percent of all the people using the social media site worldwide.
Why This Partnership is Smart
For Pinterest Users
Shopping on Pinterest just got easier. Before this deal, you might see a product you love but struggle to find where to buy it. Now, with Amazon’s huge product catalog, you’re more likely to find exactly what you’re looking for.
For Advertisers
With 463 million monthly active users, each coming to the app in a discovery and purchase mindset, it could be a valuable addition for a range of businesses. Pinterest users are already in shopping mode when they browse, making them perfect customers.
For Both Companies
Strategic partnerships boost Pinterest: Amazon and Google deals fuel revenue and international expansion while MAUs nearly hit 500 million for the first time. Pinterest gets more ad revenue, while Amazon reaches new customers who are ready to buy.
What This Means for the Future
This isn’t just about Amazon. Amazon may be its first third-party ad partner, but it’s likely not the last. Assuming the rollout is successful, Pinterest plans to onboard additional third-party ad partners in 2024 and beyond.
The partnership has already proven successful enough that Pinterest announces Google ad deal, building on its successful Amazon partnership, showing other big companies want in on this action.
The Bottom Line
Pinterest’s Amazon partnership is changing how we shop online. It’s making the journey from “I like this” to “I bought this” much shorter and smoother. With over 500 million users and growing, Pinterest has created a shopping experience that benefits everyone involved.
For shoppers in the USA, this means better product discovery and easier purchasing. For businesses, it opens up new ways to reach customers who are already interested in buying. And for Pinterest and Amazon, it’s a win-win that’s likely to inspire more partnerships in the future.
The social shopping revolution is here, and Pinterest is leading the charge with Amazon by its side.
