1. A Giant Adds Strong Support

Before buying something, many people now look for a video first. How good is a phone camera? Does a robot vacuum clean thoroughly? Seeing someone actually use it gives buyers confidence before placing an order.

After watching a video and feeling tempted to buy, the missing piece is often a convenient place to place an order—and Amazon has set its sights on exactly that.

Recently, YouTube announced the launch of its shopping affiliate program in Saudi Arabia, the UAE, and Egypt, with Amazon as the first partner for this regional rollout. Eligible creators can tag products in long-form videos, short videos, and live streams. Viewers click through to buy on Amazon, and creators earn commissions on qualifying purchases.

Backed by Google, YouTube has built a massive user base and considerable earning power. According to a MoffettNathanson estimate in March this year, YouTube's standalone business value is roughly $500 billion to $560 billion, or more than RMB 3 trillion.

For Amazon, however, YouTube's valuation is secondary. What the platform really values is the people in front of the screen who are choosing products.

In June this year, more than 40 million users in Egypt, Algeria, Morocco, Saudi Arabia, and the UAE alone conducted shopping-related searches on YouTube. This shows that many people open YouTube not just for entertainment, but also to research their next purchase.

2. Traffic Turns Into Business

After watching a review, consumers often still need to note model numbers, find links, and check product details. After switching back and forth a few times, the purchase impulse may be interrupted.

In this partnership, eligible creators can add Amazon product tags to their videos. These tags remove exactly those extra steps. When viewers see a product they are interested in, they can directly view purchase information. Even when watching on TV, they can scan the QR code on the screen and complete the purchase on Amazon with their phones.

Shopping becomes easier for viewers, and creators gain more earning opportunities. This income can encourage creators to put more thought into selecting products and making videos. Richer reviews and recommendations can attract consumers to browse products, boosting YouTube's e-commerce ecosystem.

Content commerce is booming, and many giants are eyeing this opportunity. Besides Amazon, there is also AliExpress, the Chinese cross-border platform.

On October 20, AliExpress announced it would expand its affiliate partnership with YouTube beyond South Korea to the United States, Brazil, the United Kingdom, and Germany. Creators can choose products to recommend, and viewers can then click through to buy on AliExpress.

These platforms are targeting different markets but see a similar opportunity: the way consumers choose products has extended far beyond shopping websites. Whoever appears when consumers are making decisions gains one more chance to win an order.

This also gives Chinese sellers new room for exposure.

Chinese brand xTool, for example, has posted YouTube videos on choosing the X1 laser engraving and cutting machine, explaining what different configurations are for. Buyers may not understand every laser parameter, but they know what they want to make. By matching device functions to real uses, the videos help them decide which model to choose and reduce concerns about buying the wrong configuration.

Returning to this Middle East partnership, local creators know the language and habits of Middle East consumers and understand what they care about when shopping. By sharing experiences from everyday use, they feel more relatable than rigid ads, and the trust they have built over time makes their recommendations more persuasive.

The Amazon-YouTube partnership gives products aimed at the Middle East market more chances to be seen. What merchants need to do is ensure product quality and supply, so what consumers receive matches what is shown in the videos. Only by making every batch of products well and delivering every order well can a recommendation build long-term word of mouth.

Source: E-commerce Pai
Original link: https://www.pai.com.cn/p/01m6ggf02a3st8tdr1vvefvtpr