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TikTok and Amazon: An Ecosystem of Accelerated Growth
In recent days, the marketing and growth market has been shaken by data and case studies demonstrating the strength of alternative platforms to Google . TikTok has established itself as a traffic and sales engine for brands of all sizes, especially when combined with the Amazon ecosystem. A recent study shows that 33% of American consumers have used TikTok Shop, with 68% stating they are willing to buy through the platform, while an impressive 97% of TikTok Shop users also buy from Amazon. The #TikTokMadeMeBuyIt phenomenon remains strong, changing how products go viral and how campaigns are structured to generate rapid conversions.
The case of Micro Ingredients, a supplement brand, illustrates this dynamic: viral videos on TikTok increased monthly e-commerce sales on Amazon by 4x, after content surpassed 20 million views. In April of this year, more than 60,000 units of a single SKU were sold, highlighting the multiplication of opportunities when TikTok activation is orchestrated to nurture external funnels, such as Amazon listings. The native integration between TikTok and Amazon, announced in August, accelerates this process, allowing brands targeted ads and tracking the direct impact on sales results. Projections indicate growth of almost 200% for TikTok Shop in the United States by 2025, making it a strategic and priority channel for those seeking rapid scaling outside the Google domain[1][3].
YouTube and Short Video: The New Battle for Engaged Audiences
While TikTok leverages the power of viral videos, YouTube invests heavily in short formats and highly targeted recommendation experiences. Mid-sized companies have reported significant increases in lower CAC (customer acquisition cost) by testing native video creation, both via Shorts and through partnerships with micro-influencers. The intelligent use of keywords and the alignment of content with Amazon’s A9 algorithm — highlighted by creators and experts — has shown superior results to traditional search, especially for launching niche products[2][3].
The key difference with emerging platforms lies in their content-first ecosystems: the greater the authenticity, the greater the potential for virality and media efficiency. The market is also witnessing the strengthening of cross-channel attribution models, with more and more brands refining data pipelines to connect the user journey from the short discovery video to the product page and the actual conversion.
Amazon Ads vs. Traditional Platforms: Redefining Media Investing
The current debate is no longer about abandoning Google, but about how to orchestrate campaigns to capture intent across multiple touchpoints. Trends show accelerated growth in investment in Amazon Ads, TikTok Ads, and innovative YouTube formats for campaigns that blend branding, experimentation, and performance measurement at scale. Winning brands have prioritized omnichannel strategies and invested in robust martech stacks to consume data from these platforms, feed back into creative campaigns, and adjust media budgets in real time, according to the best growth signals.
References
- [1] Repricer / TikTok for Amazon sellers: 2025 strategic strategies that stimulate sales
- [2] YouTube / Increase your sales on Amazon in 2025
- [3] YouTube / FULL Amazon and TikTok 2025 Growth Strategy
