If you've ever discovered a product through your favorite creator and wanted to buy it, Pinterest's latest partnership with Amazon may help streamline the process. The company announced on Wednesday that it's partnering with Amazon to offer storefront linking to creators on the Pinterest app. 

Creators who operate an Amazon storefront can now link it to their Pinterest account. Once linked, their affiliate shopping link will be automatically applied when they pin eligible Amazon products, and their Amazon Storefront handle will also appear on their Pinterest profiles

While many social media platforms are primarily focused on entertainment or communication, Pinterest has increasingly emphasized product exploration and shopping. As a result, tools that shorten the path from product discovery to purchase could have a greater impact on user behavior.

According to Pinterest, more than 50% of its users come to the platform specifically to shop. The Pinterest-Amazon announcement arrives just ahead of Amazon Prime Day, scheduled for June 23–26. 

Pinterest and Amazon have had a partnership since 2023, when Pinterest selected Amazon as its first third-party advertising partner and began integrating Amazon-sponsored ads into the platform.

Pinterest has long sought to differentiate itself in a crowded social media landscape dominated by platforms like Instagram and TikTok. Like many of its peers, the platform has also grappled with a growing volume of AI-generated content, prompting it to introduce controls that allow users to manage how much of that material appears in their feeds. The new shopping feature could help strengthen Pinterest's position by enabling users to purchase products directly from creators they follow, reducing the need to leave the platform to search for items elsewhere.

Representatives for Pinterest and Amazon did not immediately respond to requests for comment.