Amazon has partnered with TikTok and Pinterest to allow users to buy products directly through social media apps. Currently, the trial is only limited to users in the United States. US users of TikTok and Pinterest can link their profiles to their Amazon accounts to make purchases and checkout directly, without leaving the social media app. Amazon hopes this will optimise and facilitate the buying experience.

TikTok users can also see Amazon’s product recommendations in their “for you” feed, while they can also receive pricing information, Prime availability and delivery time estimates. Pinterest is also adding similar capabilities to its partnership with Amazon.