Apps & Consumer
Pinterest expands Amazon partnership to host creator storefronts
Pinterest is expanding its partnership with Amazon to host creator storefronts, a move that could potentially help the platform regain its status as a shopping destination.
On Wednesday, Pinterest announced the expansion of its partnership with Amazon to host creators’ Amazon Storefronts directly on the platform. Under this expanded agreement, creators can use a new tool to connect their Amazon Storefronts directly to their Pinterest accounts. Once set up, a creator’s affiliate links—which are links that allow creators to earn commissions on product sales—will be applied automatically whenever they tag an eligible Amazon product. This automation simplifies the process of promoting items, allowing these storefronts to be featured on creators’ Pinterest profiles so followers can view a broader selection of recommendations beyond a single Pin or Board.
The platform is leveraging its shopping-focused user base to compete for creator talent against larger social networks, including Instagram, TikTok, YouTube, and Facebook. According to Pinterest, more than half of its users visit the platform specifically to shop, and the site handles more than 80 billion searches per month. This integration gives Pinterest another way to appeal to creators who have largely built their shopping and affiliate businesses on these larger rival platforms.
The move comes as Pinterest works to regain its position as a shopping destination and address growing user complaints about “AI slop,” a term used to describe low-quality, mass-produced AI-generated content on the platform. By working with real-world creators, Pinterest could potentially reverse its souring reputation and re-establish itself as a trusted place to shop and be inspired by other people’s recommendations. The deal also ties Amazon and Pinterest closer together following the introduction of their multi-year advertising partnership in 2023, which made Amazon Pinterest’s first partner on third-party ads. Pinterest followed this with a similar advertising deal with Google in 2024, as the company continued to work to grow revenue for its popular but not fully monetized bookmarking, shopping, and inspiration platform. Pinterest has indicated that it will support storefront linking with other partners soon.
Why it matters
Pinterest is attempting to pivot from a passive bookmarking site to an active shopping destination by leveraging creator-led commerce, a strategy designed to differentiate the platform from competitors and mitigate user frustration over AI-generated content.