Photo note / YouTube turns creators' content into an Amazon sales channel.
Amazon becomes a YouTube retail partner
Amazon officially joined the YouTube Shopping partner programme on 27 August, according to Bloomberg. Creators who meet the programme’s requirements will be able to tag Amazon products directly within their content, whilst viewers will be able to proceed to purchase them without having to search for an affiliate link in the video description.
For YouTube, this is not just a new feature for content creators, but an attempt to convert the platform’s massive audience into retail traffic. According to the company, videos with embedded product tags in a July trial received over 110 per cent more clicks on products than videos where links were placed only in the description.
The platform is also developing automatic tagging: YouTube can independently find relevant Amazon products in both existing and new videos. This allows the content archive to be turned into an additional sales channel.
A blow to TikTok Shop
YouTube is effectively attempting to claim a share of the rapidly growing social commerce market, where TikTok Shop has emerged as one of its main competitors. The distinction is gradually blurring: videos are no longer merely content but are becoming showcases, whilst creators are simultaneously advertisers and sellers.
Back in March, YouTube expanded its Shopping programme, opening it up to affiliate programme participants with an audience of 500 subscribers or more. Now, the integration with Amazon gives the platform its largest retail partner and significantly broadens the range of products that can be promoted through videos.
For the time being, the new feature is available to US creators. But YouTube’s logic is clear: every view should generate not only advertising revenue but also money from purchases.
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