How to connect Amazon to Facebook ads?

To connect Amazon to Facebook Ads, set up Facebook Business Manager and Ads Manager with the Facebook Pixel or Conversions API, enroll in Amazon Brand Registry and create an Amazon Storefront (or use your product links), enable Amazon Attribution and add its tags or UTM parameters to your ad URLs, run campaigns to those links, then monitor Amazon Attribution and Ads reports to measure and optimize ROAS.

July 8, 2026

How to Use Meta & Facebook Ads for Amazon Sales

Learn how to use Meta & Facebook Ads to drive Amazon sales: step-by-step targeting, budget tips, creative best practices, and conversion-tracking tactics to boost listings, increase traffic, and scale profitable ad campaigns.

In This Article

Key takeaways:

External traffic from Meta Ads can boost your Amazon SEO by driving conversions that tell Amazon’s algorithm that your product is relevant.
The 2023 partnership between Meta and Amazon allows U.S. Brand-Registered sellers to sell directly through Facebook and Instagram ads, allowing customers to purchase without leaving the app.
Meta’s advanced targeting tools help you reach shoppers most likely to buy, using demographics, interests, behaviors, and lookalike audiences.

What if you could reach billions of daily social media users and direct them to your Amazon listings?

At ePlaybooks, we always remind our clients that simply listing a product and hoping for sales isn’t a strategy. The most successful sellers are proactive, constantly exploring new ways to stand out and drive meaningful traffic to their listings. Well, Meta Ads is one powerful way to do this.

Meta Ads (which includes Facebook, Instagram, Messenger, Threads, and WhatsApp) allow you to reach targeted audiences and push them toward your Amazon store or listing. When done right, you can increase traffic to your Amazon listing or store and boost conversions.

Read on as we break down exactly how you can use Meta and Facebook Ads to reach the right customers and increase Amazon sales.

Amazon and Meta partnership: What you should know

In late 2023, Amazon and Meta (Facebook/Instagram) announced a game-changing partnership that allows users to shop Amazon products directly from Facebook and Instagram ads without ever leaving the apps.

When users see an Amazon product ad on these platforms, they can click on the ad, see real-time product details, including price, Prime eligibility, and shipping estimates, and check out within the Facebook or Instagram app, using their Amazon account without leaving the app. This partnership blurs the lines between social media marketing and ecommerce, creating a strategy where social media drives direct product sales and Amazon handles fulfillment, trust, and logistics. To track the performance of your ads, you can use Amazon Attribution.

Who can use it?

As of now, this feature is only available to select U.S.-based sellers and advertisers. You need an Amazon storefront, an active Meta Ads account, and to be registered in Amazon’s Brand Registry.

Why Use Meta/Facebook Ads to Promote Amazon Products?

Using Meta’s advertising platform can give you a major edge by driving targeted, high-intent traffic directly to your Amazon listings.

Here’s why Meta Ads are an essential tool for Amazon sellers:

Massive and engaged user base

Whether you're selling skincare, electronics, or pet supplies, your ideal customer is likely already scrolling through one of Meta’s platforms (Facebook, Instagram, Messenger, etc.)

Unlike search-based platforms like Google or Amazon, Meta allows for discovery-driven shopping, meaning your product can show up in front of people who weren’t actively searching but are highly likely to buy.

Advanced audience targeting

Meta offers some of the most advanced audience targeting tools in digital advertising. You can build audiences based on interests, demographics, behaviors, custom data like email lists, page engagement, video views, and even lookalike audiences (people similar to your past customers). This high-level targeting helps you deliver your product to people most likely to buy, rather than broadcasting to a broad, untargeted audience.

Improves your Amazon SEO

Driving external traffic to your Amazon listing doesn’t just increase visibility. It can also improve your product’s ranking within Amazon’s search algorithm. Amazon rewards listings that convert well, and when Meta Ads bring in buyers, it signals to Amazon that your product is relevant and popular. This can lead to higher search rankings within Amazon’s search results, giving you more visibility both on and off the platform.

Retarget interested shoppers

Ever had someone click on your Amazon listing but not make a purchase? With Meta Ads, you can easily retarget those users through custom audiences. For example, if a user watched your product video or visited your landing page, you can run a follow-up ad reminding them to complete their purchase. Retargeting helps reduce your cart abandonment and increases your chances of turning interested shoppers into paying customers.

Build your brand off-Amazon

While Amazon is great for selling, it may limit your ability to build long-term customer relationships. Meta Ads allow you to tell your brand story through visuals and videos, grow a loyal social media following, and build brand awareness.

By connecting with customers on platforms like Facebook and Instagram, you can turn one-time Amazon buyers into repeat customers who recognize and trust your brand.

Amplify your promotions and product launches.

Do you have a new product launch? Meta Ads are perfect for building hype and driving immediate traffic. This is especially useful, as initial traction can determine the long-term success of the product on Amazon.

You can target specific audiences with promotions, create urgency using time-sensitive offers, measure ad performance, and optimize your ads.

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Check out: The Step-by-Step Guide to Amazon DSP Ads

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Step-by-step guide: How to set up Facebook Ads for Amazon sellers

Now, let's look at how you can set up Meta Ads for your Amazon listing or store:

Step 1: Create your Facebook Business Page

Before you can run Meta ads, you need to create a Facebook Business Page. This is your brand's home on Facebook, where you can showcase products, run ads, and connect with customers. You can upload product images, videos, reviews, and promotions.

As an Amazon seller, this is the perfect place to showcase your best products, announce new product launches, and share lifestyle content that helps build your brand identity.

To create your Facebook Business Page, log in to your personal Facebook account, go to Create Page via the menu, fill in your business details, and set up your Facebook Business Manager.

Step 2: Create Facebook Ad

Once your business page is all set up, you can create your Facebook ad. On the left-hand side of your Business Page, choose 'Ad Center' from the menu on the left side of the page. Click 'Create Ad' to set up your account and billing information.

Next, choose your campaign objective. What do you want to achieve with your ad? This is the most important part of your ad. Choosing the right objective will help Meta better optimize your ad and put it in front of the right audience. Facebook has six campaign objectives you can choose from: Awareness, Traffic, Engagement, Leads, App promotion, and Sales.

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You can test different campaign objectives to see which works best for your Amazon products.

Step 3: Target your audience's interests

One of Facebook's strengths is its audience targeting. Unlike Amazon Ads, where you mostly target based on keywords, Meta lets you reach people based on who they are, what they like, and how they behave online. Your targeting determines who sees your ad, so you want to pay close attention to this. In the 'detailed targeting' section, you can choose specific interests like movies, TV shows, hobbies, etc that your audience enjoys. Add as many interests as possible, including "Amazon.com" since you are targeting Amazon customers. You also want to target your audience based on age, gender, location, and language.

Step 4: Set up your budget and schedule

Next, you want to set up your budget based on your campaign objective. Set a budget limit to avoid a budget deficit on your ad. You can also customize your ad schedule by including a start date and time.

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Step 5: Create engaging ad creatives

Your ad creative is what stops users from scrolling. Ensure it showcases your product clearly. You can show your product in use, unboxed, or as a lifestyle image. Include clear benefits, features, and a strong CTA, like "Shop Now on Amazon" or "Buy Now with Prime".

Next, choose your destination. If you're directing visitors to a landing page, paste the URL there. If you prefer to send them straight to your Amazon listing, enter the product link instead.

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Once all your details are in place, hit "Publish" to launch your campaign. Your ad will go live after Facebook reviews and approves it. This typically takes less than an hour.

Step 6: Track and optimize your ads

While Meta can't track Amazon conversions, you can monitor metrics like your Click-through Rate (which indicates if your ad is compelling) and Cost per Click (which helps measure your ad efficiency). Amazon Attribution can also help you track the performance of external traffic sources. You can also track how many sales came through a unique link or coupon.

Run A/B tests with different creatives, audiences, and ad placements to find what performs best.

Best practices for using Meta Ads & Facebook Ads for Amazon

Here are some best practices to make the most out of Meta/Facebook ads to increase Amazon sales:

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Consider a landing page
Take advantage of Amazon Attribution
Leverage promotions and urgency
Optimize your Amazon listings
Stay compliant with Meta and Amazon policies

Consider a landing page.

Sending traffic directly to Amazon is great, but using a landing page has advantages. For one, you can pre-sell your product with persuasive copy and visuals. You can filter for more qualified buyers, add tracking pixels for better retargeting, and collect emails for future marketing. You can check out this ePlaybooks article on how to create a great landing page.

Take advantage of Amazon Attribution.

If you're Brand Registered, you can use Amazon Attribution links in your ads. This will help you track which campaigns and audiences drive the most conversions, optimize based on actual sales data, and improve your organic Amazon ranking by sending high-converting traffic.

Leverage promotions and urgency.

Since you're sending buyers off the platform, you can use limited-time offers or discount codes unique to your Meta campaigns and highlight Prime benefits like Free 2-Day Shipping or seasonal promotions like Black Friday and Cyber Monday deals.

Optimize your Amazon listings.

Before launching Facebook Ads for your Amazon products, you want to first ensure that your Amazon listings are fully optimized. This involves following Amazon's product listing guidelines, which include providing all essential details such as a product identifier, SKU, well-researched keywords, and using high-quality images and engaging videos to showcase your product effectively.

Stay compliant with Meta and Amazon policies.

Don't make false claims or unverifiable guarantees in your ad copy. Ensure your Amazon listing is optimized and follows Amazon's guidelines. Pay attention to Meta's ad guidelines for restricted categories (e.g., supplements and health products).

Final thoughts

Meta and Facebook Ads can be a game-changer for driving external traffic to your Amazon listing. With the right setup and strategy, Meta Ads can boost your product's visibility, conversions, organic rankings, and amplify your sales.

With ePlaybooks as your trusted partner, you can implement proven Meta advertising strategies tailored specifically for you as an Amazon seller, ensuring your campaigns are optimized for maximum reach.

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Frequently Asked Questions (FAQs)

Does Amazon work with Meta?

Yes, Amazon and Meta officially work together. In late 2023, Amazon and Meta announced a partnership that allows Facebook and Instagram users in the U.S. to shop Amazon products directly within the Meta apps. This means customers can see an Amazon ad on Facebook or Instagram, click it, and make a purchase without leaving the app.

How to run Meta ads for sales?

To run Meta Ads for sales as an Amazon seller:

Create a Facebook Business Page: First, set up your brand's page with product images, videos, and other key details.
Create a campaign: Choose your campaign objective in Ads Manager. If the goal is to generate sales, your campaign objective will be 'Sales'.
Target your audience: Use detailed targeting to reach people based on interests, demographics, and behaviors.
Set budget and schedule: Decide on a daily or lifetime budget and choose when your ads will run.
Design engaging creatives: Use high-quality images or videos, highlight benefits, and add a strong CTA like Shop Now on Amazon to create your ad creative.
Publish and monitor: Launch your ad, track performance (CTR, CPC, sales via Amazon Attribution), and run A/B tests to optimize your campaign results.

Are Meta ads good for B2B?

Yes. Meta ads are great for B2B. You can target people by industry, job titles, or interests relevant to your B2B product. However, you need a different strategy than B2C. For example, B2B audiences aren't impulse buyers, so your campaigns need to focus on lead generation and nurturing rather than immediate conversions.

Are Meta ads paid?

Yes, Meta ads are paid advertising. Meta runs ads in an auction system, where you compete with other advertisers for placement. The cost depends on your targeting, competition, ad quality, and season.

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How to Use Meta & Facebook Ads for Amazon Sales

Key takeaways: