Pinterest is betting on creators with its Amazon Storefront integration

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 content creators to monetize affiliate links that direct their fans to products they often feature in their videos and social media content.

The move gives Pinterest another way to attract content creators who have largely built their businesses and affiliates on larger platforms like Instagram, TikTok, YouTube and Facebook. Pinterest says more than half of its users visit it to shop, and 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 volume of AI-generated content on the platform.

Pinterest said creators will now be able to use a new tool to link their Amazon Storefront directly to their Pinterest account. After setup, their affiliate link will be automatically applied when they tag a qualifying product from Amazon, automating the merchandise promotion process.

These storefronts can then be displayed on creators’ Pinterest profiles, allowing their fans and followers to see a broader picture of their recommendations beyond a single pin or board.

The deal links Amazon and Pinterest more closely after the two companies introduced a multi-year advertising partnership in 2023, making Amazon the number one third-party advertising partner on Pinterest. The company then followed that up with a similar advertising deal with Google in 2024, as it continued to struggle to increase revenue with its popular but not entirely monetized bookmarking, shopping and inspiration platform.

However, Pinterest has also faced a barrage of AI content over the past year, alienating some of its user base and leading to numerous complaints about “AI decline.” Last year, the company rolled out a series of new tools to combat AI content and give users control, but it can only do so much when a significant portion of AI content remains unlabeled.

This partnership provides Pinterest with a new way to get back on track. By working with real-world creatives, Pinterest can reverse its bad reputation and once again become known as a place to shop and be inspired by others’ recommendations.

Pinterest indicates that it will support storefront linking with “other partners” soon.