Meta Extends Instagram Affiliate Commerce to Amazon and eBay

Meta is expanding its creator affiliate program on Instagram and Facebook to include Amazon, eBay, Temu, Mercado Libre, and Shopee. The company introduced the updates at the Shoptalk 2026 conference, giving creators access to five of the world's largest product catalogs and a direct commission model to rival TikTok Shop.

The announcement covers five areas: affiliate partner expansion, Reels product linking in 22 countries, an AI product information overlay in testing, Product Set Optimization for retail media networks, and Product Showcase on new ad surfaces.

How the affiliate expansion works

Creators can tag products from affiliate partner catalogs and earn commissions when followers purchase. The expansion adds Amazon, eBay, and Temu for U.S. creators this spring. Mercado Libre covers Latin America; Shopee covers Asia. A separate Instagram test with Amazon in the US and Shopee in Asia is also launching this spring.

Businesses in 22 countries will gain catalog access to creators through Reels product linking in the same timeframe, letting creators tag brand products directly into Reels without requiring a Meta-native storefront.

Rather than building proprietary product inventory, Meta is routing its 3.5 billion daily app users through the existing commerce infrastructure of established marketplaces. TikTok Shop has operated a similar affiliate creator model since 2023; Meta's expansion to Amazon and eBay gives creators access to catalogs far larger than TikTok's own merchant base.

AI at the ad level

Meta is also testing a new post-ad-click experience called AI Product Info Display. When a user taps a Meta ad, the AI surfaces reviews, discounts, brand details, and product recommendations as a context layer before the user reaches a product page. The feature is currently in testing and not broadly available.

Retail media tools

The company is also launching Product Set Optimization. The feature lets retail media advertisers target specific product sets within a catalog with product-level reporting, matching the reporting structure used on Amazon and Walmart.

Meta says Product Showcase, which auto-includes catalog products in AI-generated carousels, now runs for Reels, Stories, and app optimization campaigns, extending its reach beyond original placements. The feature will let advertisers upload an image or video as their featured creative and Meta’s AI will automatically include products from their catalog as a carousel.

The competitive context

Meta reported 18% year-over-year ad impression growth in Q4 2025 with conversions accelerating. The affiliate expansion builds on that scale, directing creator influence toward commission-based commerce tied to major marketplace catalogs.

For advertisers, the Reels product linking expansion and Product Set Optimization are the most immediately actionable updates. For brands on Amazon or eBay with existing affiliate programs, this spring's Instagram expansion opens a creator distribution channel that did not previously exist on Meta's platforms. Meta has been actively recruiting creators through its Creator Fast Track program; the affiliate expansion is where those creators can now generate ongoing commission-based revenue.