Image-sharing social platform Pinterest has named Amazon as its first third-party ad partner. The multiyear strategic partnership will see the e-commerce giant marketing various brands and products on Pinterest and porting interested shoppers back to its site to complete the sale for “a seamless on-Amazon buying experience.” The integration will begin later this year and roll out over several quarters. The news was timed to Pinterest’s Q1 results, which saw revenue up by 5 percent year-over-year to $603 million. The number of global monthly active users also increased, by 7 percent to 463 million, a gain of 13 million.

Pinterest CEO Bill Ready said in an earnings release that the deal with Amazon involved “meaningful steps towards expanding our ads business by opening up third-party ad demand,” and said he is “excited to further leverage and satisfy the strong commercial intent of our users.”

In a blog post, Ready invoked the corporate “goal of making every Pin shoppable” and said “over 463 million people come to Pinterest each month” to “bring their dreams to life.”

Brands and products are key components of that journey, “enabling Pinners to move easily from inspiration to action and advertisers to realize value in connecting with users with high commercial intent,” Ready said, noting the partnership with Amazon “will allow us to scale these efforts in meaningful ways.”

“The partnership is a step in a new direction for the image sharing and social media site, which has been working to adjust to consumers’ changing interests around product discovery in recent years,” writes TechCrunch, adding that shifting consumer tastes toward video platforms like TikTok and Reels made Pinterest’s image pinboard ”feel dated,” prompting the company to debut its video-first Idea Pins “and increase its investment in creator content.”

Pinterest scaled back some creator efforts in anticipation of a Q4 revenue miss and warnings of low first-quarter sales. “By comparison, Amazon’s digital ads unit in the same quarter did well, jumping 19 percent to $11.6 billion,” TechCrunch reports.

Pinterest’s struggles with macroeconomic headwinds resulted in the company laying off 150 employees in February. Like many online companies, Pinterest saw big gains during the height of the pandemic offset by deceleration as things normalized.

Now, Pinterest says that “it’s seeing more engagement, with sessions, impressions, and time spent growing faster than MAUs. And interestingly, Pinterest also notes that Gen Z is now its fastest growing demographic,” which Social Media Today calls a “good sign for its future potential as a key discovery element.”