How Amazon Wants to Use TikTok to Boost Sales

Amazon AND TikTok are joining forces to let users shop directly from the app. TikTok is integrating Amazon shopping directly into its platform, so users can shop without having to leave the social media app.
TikTok tries to strengthen the bond between product discovery and purchase by placing product recommendations in the “For You” section.

How This Deal Will Help Amazon and TikTok

Through this partnership, TikTok users can explore Amazon products, check prices, and make purchases without leaving the app. They will receive real-time product information, including Prime eligibility and shipping estimates, as well as recommendations.
The integration is a strategic move for both companies. While Amazon will gain access to TikTok’s massive and engaged user base, TikTok will have the opportunity to enhance its platform’s e-commerce capabilities.
“This shopping experience is supported by Amazon through ads placed on TikTok and allows users to shop for products on Amazon in a native TikTok environment,” TikTok said.
However, the impact on user experience and the potential risk of ad overload remains an open question.
“Amazon’s e-commerce business is huge but has been slow to grow, while social media shopping is gaining momentum. That’s prompted Amazon to look for ways to partner with popular social media apps,” The Information reports. Interestingly, Amazon has also struck a similar deal with Pinterest.
Amazon has also partnered with Facebook and Instagram in the past. At the time, an Amazon spokesperson said that in-app purchases with Amazon are available for select products advertised on those platforms and sold by Amazon or independent sellers on its store.
“For the first time, customers will be able to experience Amazon ads on Facebook and Instagram and make payments through Amazon without leaving the social media app,” the spokesperson said, according to PYMNTS.