Instagram is rolling out a new feature that allows creators to tag shoppable products directly in Reels, enabling affiliate commissions without redirecting audiences to third-party tools.

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A post shared by Adam Mosseri (@mosseri)

According to a blog post, creators can add up to 30 products to a single Reel using a new “Add products” option in the share sheet. Products can be added by pasting a URL, including affiliate links, or by searching a brand’s commerce catalog on Meta. Any tagged item must be listed in a business’s existing Meta commerce catalog to keep pricing and availability up to date. Tagged products appear as floating bubbles that viewers can tap to complete a purchase in the brand’s app or on its mobile website.

Adam Mosseri, Head of Instagram, announced the update on his account, stating that the feature is “rolling out over the coming weeks.”

The launch extends a simultaneous update to Facebook, where creators can tag affiliate products in Reels and photos. Facebook’s program launches with Amazon in the United States, with Temu and eBay to follow. Instagram’s implementation is less restrictive, allowing creators to paste their own affiliate URLs directly, provided the linked item exists in a brand’s Meta catalog.

Meta noted that content with product tags will also appear in Partnership Ads Hub, increasing creator visibility to brand partners. The company identified Amazon and Shopee as upcoming affiliate partners accessible directly within Instagram.

The feature is live in the United States, Brazil, India, Indonesia, and Thailand, with expansion to all 22 Instagram commerce markets planned.