TikTok has partnered with Amazon to allow users on Watch Soul Onlinethe short video platform to buy products from the retail giant directly without the need to leave the TikTok app, as the e-commerce rivals look to build a mutually beneficial relationship. Users can buy goods from ads after they link their TikTok accounts to those on Amazon, according to the two companies’ joint announcement. “Users who choose to link their accounts in the US will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads in TikTok as part of the experience,” a TikTok statement says. The move comes months after US retail giant Amazon built a similar collaborative relationship with Meta’s Facebook and Instagram. [TikTok]
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