According to a report from TechCrunch on Friday, Meta and Amazon are collaborating to allow users of Facebook and Instagram in the United States to link their Amazon accounts, enabling them to make purchases without leaving the social media apps.

Amazon spokesperson Callie Jernigan stated that users on Facebook and Instagram will have the ability to shop for specific Amazon products directly through ads on these platforms. Users can explore product details within the ads and complete the purchase on Amazon, utilizing their saved billing information and address.

A video mock-up provided by Meta demonstrates the seamless process of linking a Facebook or Instagram account with Amazon, allowing users to make transactions within seconds before returning to their social media feeds.

In addition to the partnership with Amazon, Meta is actively exploring marketplace opportunities within its ecosystem. The company is encouraging users to shop on Instagram and communicate with sellers through WhatsApp.

In September, Meta introduced UPI payments through the business version of WhatsApp, aiming to facilitate more transactions among users based in India.

However, Meta is currently facing challenges in the European Union, where regulators are adopting a tougher stance against the company’s “behavioral” advertising tactics. They are demanding changes to consent policies to enhance user protection.