The news: Pinterest partnered with Amazon to deepen its social commerce opportunities via a linking tool that allows creators to connect their Amazon Storefront directly to their Pinterest account. The solution automatically applies their affiliate link whenever they tag an Amazon product, streamlining monetization.

The agreement could help the platform appeal to more creators and improve its shopping business through enhanced credibility.

Pinterest will reach 22.6 million US social buyers this year, per our forecast. However, DHL found that only 11% of Gen Z digital shoppers, one of its largest user cohorts, have ever made a purchase there. That’s compared with at least half on Facebook (50%), Instagram (56%), and TikTok (58%).

What it means: Pinterest is trying to solve two problems with one move—creator acquisition and commerce credibility. Making it easier for creators to earn affiliate revenues from their Pinterest accounts could encourage them to post social commerce content more frequently on the platform, rather than on more popular social shopping destinations such as TikTok Shop.

The latter issue of credibility is more complicated to address as Pinterest has become inundated with AI content in recent years, which has led the platform to add user filter options to remove AI content from feeds and watermark AI-generated posts.

Direct links to a credible retailer like Amazon could address any concerns about what shopping content is legitimate.

Amazon, meanwhile, is able to extend its commerce layer beyond its website and app, embedding itself deeper into the social shopping journey.

• It can capture purchase intent earlier in the funnel and create more commerce activity, without requiring shoppers to start their path to purchase on Amazon-owned properties.
• Pinterest creators become extensions of Amazon’s affiliate ecosystem, giving the retailer more opportunities to influence purchasing decisions across the web.

Recommendations for marketers: Prioritize creator-led affiliate strategies on Pinterest, treat the platform as an upper-funnel commerce channel, and emphasize authenticity.

• Make sure that Pinterest is a part of creator deliverables as it becomes a more attractive channel for influencer-driven product discovery.
• Ensure creators use affiliate links and consistent product information to add authenticity and encourage clicking.