Pinterest is expanding its partnership with Amazon. The social pinboard site said Wednesday that it will now serve as a home for creators’ Amazon Storefronts. These online stores allow creators to monetize affiliate links that direct their fans to products they frequently feature in their videos and social media content.
The move gives Pinterest another way to attract creators who have largely built their markets and affiliate businesses on larger platforms like Instagram, TikTok, YouTube and Facebook. Pinterest says more than half of its users visit it to shop and that it sees more than 80 billion searches a month.
The deal comes as Pinterest works to regain its position as a shopping destination and responds to user complaints about the growing amount of AI-generated content on the platform.
Pinterest he said Creators will now be able to use a new tool to link their Amazon Storefront directly to their Pinterest account. Once set up, their affiliate link will automatically be applied every time they tag an eligible Amazon product, automating the item promotion process.
These showcases can then appear on creators’ Pinterest profiles, allowing their fans and followers to see a wider picture of their offerings beyond a single Pin or board.
The deal brings Amazon and Pinterest closer together after the companies unveiled their multi-year ad partnership in 2023, which made Amazon the first third-party ad partner on Pinterest. The company then followed up with a similar advertising deal with Google in 2024 as it continued to struggle to grow revenue for its popular but not entirely profitable bookmarking, shopping and inspiration platform.
However, Pinterest has also faced a barrage of AI content over the past year that has alienated some of its user base and led to many complaints about “AI slop.” The company last year rolled out a series of new tools to combat AI content and put users in control, but it can only do so much when much of the AI content remains untagged.
This partnership gives Pinterest a new way to get back on track. By partnering with real-world creators, Pinterest could potentially reverse its unsavory reputation and become known again as a place to shop and be inspired by other people’s recommendations.
Pinterest notes that it will support connecting your storefront to “other partners” soon.
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