Pinterest has joined forces with Amazon in a multiyear strategic ad partnership aimed at bringing more brands and relevant products to the social media platform.

The collaboration is part of Pinterest’s wider goal “to bring third-party ad demand to the platform”, as detailed in a blog post from the company.

It continues to detail its aim of providing “a seamless on-Amazon buying experience for consumers and offer advertisers strong performance.”

The partnership reflects a new age of advertising for Pinterest, which has been actively shifting to appeal to both brands and consumers in the last year.

The image-sharing platform took on TikTok and YouTube recently, with its Premium Video Ad Format, as it looked to boost marketing strategies and compete with the short-form craze. The plans included a further integration of engaging video content and creative search into its content offering, with the hope to appeal to consumers, creators, and brands alike.

With over 463 million people visiting the Pinterest site each month, the engaged audience is already there. Pinterest states that brands and products are critical pieces of its user journey, and through its partnership with Amazon, it will offer consumers exactly what they’re searching for.

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