In April 2023, Pinterest and Amazon announced a new advertising partnership. This agreement marked a shift in how ads would appear on Pinterest, bringing together a major social platform and one of the largest e-commerce companies.

The goal of this alliance is to make it easier for Pinterest users to discover and purchase products through Amazon. It also introduces new ways for advertisers to reach audiences directly on Pinterest using Amazon Ads.

This article explains what the Pinterest and Amazon Ads partnership is, how it works, and what it could mean for brands using these platforms.

Overview Of The Amazon And Pinterest Collaboration

The Pinterest and Amazon partnership is a multi-year agreement that allows Amazon to serve ads directly on Pinterest's platform. Announced in April 2023, this collaboration made Amazon Pinterest's first-ever third-party advertising partner.

Through this partnership, Amazon Ads can now appear in Pinterest's search results and on product-related content. When a user clicks one of these ads, they are taken directly to Amazon to complete their purchase.

This integration is the first of its kind for Pinterest, which previously relied only on its own native ad tools. The partnership is designed to increase the number of shoppable Pins and improve the relevance of product ads on the platform.

Pinterest reports having more than 463 million monthly active users globally. These users often use the platform to plan purchases, look for inspiration, and save content for future reference.

Why This Partnership Matters For E-Commerce Brands

The Pinterest and Amazon partnership connects visual discovery with direct purchasing, making the customer journey more streamlined between inspiration and transaction.

Pinterest functions as a discovery platform where users search for ideas, products, or styles. Amazon functions as a transactional platform where users go to complete purchases. The Amazon Pinterest collaboration merges these experiences, allowing users to act on their inspiration without switching platforms multiple times.

This alignment has several implications for e-commerce brands:

• Expanded Reach: Brands using Amazon Ads can now appear in front of Pinterest's large and commercially motivated user base. Pinterest users often engage with content that reflects future plans, such as home upgrades, fashion choices, or event planning.

• Purchase Streamlining: Because Pinterest and Amazon are now directly connected, users can move from seeing a product idea to checking out without extra steps. This reduces drop-off points and simplifies the purchase process.

• Enhanced Attribution: With Amazon Pinterest integration, advertisers can access more accurate data about which platform interaction led to a purchase. This helps in measuring the impact of campaigns across both environments.

The partnership is one of the first examples of a scaled bridge between inspiration and fulfillment in social commerce, with both platforms maintaining their core roles.

How Amazon Pinterest Ads Work For Shoppable Pins

1. Amazon Ad Integration

Amazon ads are now integrated directly into Pinterest's platform through a third-party partnership. These ads appear as Sponsored Products within Pinterest's search results, home feed, and on relevant Pins.

The ads are labeled and function similarly to other Pinterest ads but are sourced from Amazon's advertising systems. This means users browsing Pinterest content can encounter product ads that, when clicked, lead them to Amazon to complete the transaction. This setup is known as Amazon on Pinterest.

2. Seamless Checkout Path

When a user clicks on an Amazon ad on Pinterest, they are redirected to the corresponding product page on Amazon. Because most Amazon users are already logged in and have stored payment and shipping information, the checkout process does not require re-entering this information.

This direct path from product discovery to purchase reduces the number of steps in the buying journey. Fewer steps often lead to fewer drop-offs, which can increase the likelihood of completed purchases.

3. User Purchase Intent

Pinterest is commonly used for planning and collecting ideas across categories such as fashion, home, travel, and events. This behavior often includes seeking out products for future purchases.

According to Pinterest's internal data, over 80% of weekly U.S. users have made a purchase based on content they saw on the platform. This makes Pinterest a platform with high purchase intent, meaning users are already in a mindset to consider or act on product ads.

This behavior aligns well with the goals of Amazon advertisers, who benefit from reaching users during the early stages of product discovery.

Potential Ad Formats And Future Developments

As of now, the current ad format available in the Pinterest and Amazon partnership is Sponsored Product ads. These ads are served by Amazon and appear within Pinterest's native ad placements, including search results, related Pins, and the home feed. They are labeled clearly and link directly to Amazon product listings.

Pinterest partners with Amazon to serve these ads automatically, using Amazon's targeting and campaign settings. Advertisers do not need to create separate campaigns within Pinterest. Eligibility for these ads depends on the product being in stock and having key Amazon shopping features like Prime delivery and accurate pricing.

According to official updates from Pinterest and Amazon, additional ad formats are expected in future phases of the rollout. These may include more immersive formats such as video ads, carousel-style product ads, or dynamic creative that adjusts based on user behavior.

Improving Conversions With Pinterest Partners

Brands using Amazon ads on Pinterest can adjust their content and strategy to improve how often users click and buy. This involves focusing on how a product looks, how it's found, and who sees it.

Below are strategies that support higher conversion rates through the Amazon and Pinterest integration:

• Visual Optimization: Pinterest is a visual platform. Product images that perform well on Pinterest usually have vertical orientation (2:3 aspect ratio), minimal text, and high resolution. Use clean backgrounds, show the product in context, and maintain consistent branding across Pins.

• Keyword Strategy: Pinterest and Amazon use separate search systems, but overlapping language can help ads appear in front of the right users. Use keywords that match user intent on both platforms.

• Audience Targeting: The partnership allows advertisers to use Amazon's targeting tools on Pinterest. This includes interest-based segments, shopping behaviors, and contextual signals.

Pinterest partners often help brands with these areas by providing tools, templates, or creative services that match the platform's specifications.

Key Benefits Of Amazon Advertising Partner Integration

1. Broader Ad Reach

The Amazon and Pinterest partnership allows ads from Amazon to appear in Pinterest's ecosystem. This means products promoted through Amazon Ads can now reach users who may not be browsing Amazon directly.

Pinterest and Amazon attract different types of users. Amazon users often visit with the intent to buy specific products. Pinterest users often browse for inspiration, ideas, or future plans. By acting as an Amazon advertising partner, Pinterest enables Amazon advertisers to access a new audience that is visually driven and earlier in the decision-making process.

2. Advanced Targeting

The integration allows advertisers to use targeting data from both Pinterest and Amazon. This includes combining behavioral signals like searches, Pins saved, and categories browsed on Pinterest with Amazon's purchase and product interaction data.

This dual-platform targeting allows for more refined audience segments. For example, advertisers can choose to show ads to users who have recently searched for "home office ideas" on Pinterest and have also viewed desk chairs on Amazon.

3. Cross Platform Data Insights

Brands using both platforms can now analyze data that reflects a user's full path from discovery to purchase. This includes metrics such as impression-to-click ratios on Pinterest combined with conversion data from Amazon.

New insights may include which types of Pins lead to higher Amazon cart additions or how Pinterest engagement impacts repeat purchases. These cross-platform analytics are part of broader Amazon brand partnerships, which aim to connect advertising performance across multiple environments.

Tips For Smaller Brands Exploring Amazon On Pinterest

1. Optimize Pinterest Profiles

Smaller brands can prepare for Amazon on Pinterest by setting up a complete and consistent Pinterest profile. This includes uploading a branded profile image, writing a clear business description, and linking to a verified website.

Boards can be organized by product category or theme. Each board title and description can include relevant keywords that match both Pinterest search behavior and Amazon listings. Pin images work best with a 2:3 vertical aspect ratio and clear visuals without excessive text.

2. Leverage Small Budget Campaigns

Small budgets can still support effective testing on Amazon Pinterest campaigns. Campaigns can begin with narrow audience targeting and a limited product set to control spend while gathering data.

Setting a daily budget of $25–$50 allows for visibility without overspending. Campaigns can focus on Sponsored Products with high stock levels and Prime eligibility to meet ad placement criteria.

3. Test Multiple Creative Approaches

Testing different creative formats can improve performance over time. Variables to test include:

• Image style (lifestyle vs. product-only)

• Color schemes

• Copy length

• Call-to-action phrases

For example, a brand selling home goods could test one Pin showing a staged kitchen with the product in use, and another showing only the product on a white background.

Performance of each variation can be measured based on click-through rate and conversion data from Amazon on Pinterest campaigns.

Our Perspective On Amazon Brand Partnerships Trend

The collaboration between Pinterest and Amazon reflects a shift in how brands distribute and advertise products across platforms that were once separate in function. This is an example of how Amazon brand partnerships are expanding beyond Amazon's owned properties into third-party environments where users browse, plan, and discover.

This development is part of a larger trend in social commerce where the boundary between content and commerce continues to fade. Platforms like Pinterest, TikTok, and Instagram are evolving from discovery channels into full-funnel experiences. Amazon's entry into Pinterest's ad ecosystem aligns with this trend by connecting discovery with fulfillment using existing infrastructure.

This partnership also follows a broader pattern in e-commerce: companies are reducing friction in the purchase process by integrating checkout, targeting, and attribution across platforms. As more Amazon brand partnerships emerge, advertisers will likely see additional cross-platform integrations that allow for shared data, dynamic ad placements, and audience expansion beyond traditional marketplaces.

Schedule an introductory call to explore how Darkroom can help your business grow with tailored strategies for this new partnership landscape: https://darkroomagency.com/book-a-call.

Frequently Asked Questions About Pinterest And Amazon

How can brands measure success across Pinterest and Amazon platforms?

Brands can measure performance using metrics such as impressions, click-through rates, and conversion rates on Pinterest, alongside purchase data and return on ad spend (ROAS) from Amazon Ads.

What benefits do non-Amazon sellers gain from this Pinterest partnership?

Non-Amazon sellers may gain access to indirect insights such as trending product categories, visual content performance on shoppable Pins, and consumer interest patterns.

When will the Pinterest and Amazon ads partnership be fully implemented?

The Pinterest and Amazon ads partnership is being rolled out in phases, beginning in late 2023 and continuing through 2025, with additional ad formats expected in future stages.

How does this partnership compare to other social commerce integrations?

Unlike typical in-app checkout integrations used by platforms such as Instagram or TikTok, the Pinterest and Amazon partnership routes users directly to Amazon's product pages while allowing discovery to happen on Pinterest.