Pinterest is expanding its partnership with Amazon by serving as a home for creators’ Amazon Storefronts. This move aims to generate income from affiliate links and automate the promotion of items featured in videos and social media content.

The deal comes at a time when Pinterest is working to regain its position as a shopping destination, responding to user complaints about the growing volume of AI-generated content on the platform. Over half of Pinterest’s users visit the site to shop, with more than 80 billion searches per month.

Pinterest now offers creators a new tool to connect their Amazon Storefronts directly to their Pinterest accounts, allowing affiliate links to be automatically applied whenever they tag eligible products. These storefronts can be featured on creators’ profiles, giving fans and followers a broader view of their recommendations beyond a single Pin or Board.

This partnership strengthens the ties between Amazon and Pinterest after previous advertising deals with other platforms like Google. However, Pinterest has faced criticism over AI-generated content that has alienated some users. By working with real-world creators, the platform hopes to restore its reputation as a place to shop and be inspired by others’ recommendations.