Meta has introduced a new feature that allows shoppers in the U.S. to link their Facebook and Instagram accounts to Amazon. This enables them to buy products advertised in their feeds without having to leave the mobile apps. Maurice Rahmey of Disruptive Digital described this new feature as the most significant ad product of the year. The feature offers better targeting and optimization, conversion rates, and ad creative personalization. Users can now click on ads in Facebook or Instagram and purchase products using their linked Prime accounts without entering card details. The collaboration between Meta, Amazon, and advertisers is expected to provide significant revenue opportunities for all parties involved. Following Apple’s privacy changes in 2021, Meta faced a major hit to its ad revenue, and the company’s stock dropped by 64%. However, after three quarter of revenue declines, Meta bounced back in terms of ad revenue earlier this year. Additionally, Amazon announced that customers will be able to shop Amazon’s Facebook and Instagram ads and check out with Amazon without leaving the social media apps. This new feature will show real-time pricing, Prime eligibility, delivery estimates, and product details to customers in the U.S. on select Amazon product ads. These developments represent a continuation of Meta’s investments in AI and its focus on improving ad revenue by collaborating with Amazon.