Pinterest has rolled out a new tool that enables creators to connect their Amazon storefront to their Pinterest account.
Through the new tool, creators’ affiliate links are automatically applied when an eligible Amazon product is tagged, without requiring IDs or manual action. Creators who are eligible can also view their Amazon Storefront handle on their Pinterest profile.
This, the company said, will provide another way for users to discover products and recommendations through creators they follow and trust.
Speaking about the rollout, Lauren Glaubach, VP of Global Content Partnerships, said: “People come to Pinterest with purpose – they’re looking for ideas, and often ready to act on them,” which, according to Glaubach, positions Pinterest “closer” to decision-making than other platforms.
“That helps creators reach audiences at the moment inspiration turns into action,” added Glaubach.
According to Pinterest, the site is searched more than 80 billion times a month, with more than half of users visiting the platform to shop. However, in recent years, the platform has faced user criticism around the proliferation of AI-generated content on the website. In a bid to quell this criticism, the platform introduced GenAI content controls last year.
At the same time, the site is also expanding its AI capabilities.
Earlier this month, the platform announced an expansion of its partnership with Amazon Web Services (AWS), inking what Amazon called the “largest infrastructure deal in the company’s history.”
The deal involves a planned $4 billion commitment through 2031, which will see Pinterest use AWS Trainium to run large language models and vision-language models for personalised visual search and AI-assisted discovery. The commitment will also expand Pinterest’s use of Graviton, which accounts for around a third of its compute infrastructure.
Before this, Pinterest signed a multi-year ad partnership with Amazon back in 2023, expanding its e-commerce capabilities.
As competition hots up on other social media platforms, the new Pinterest Storefront Linking feature could provide creators with another avenue to tap into high-intent users over a longer period of time and complement a broader social strategy.
The company shared that Storefront linking with other partners will be available soon.
