{"id":28635,"date":"2024-09-30T06:46:37","date_gmt":"2024-09-30T14:46:37","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=28635"},"modified":"2024-09-30T06:46:38","modified_gmt":"2024-09-30T14:46:38","slug":"explained-amazon-and-tiktok-ad-partnerships","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/retail-media\/explained-amazon-and-tiktok-ad-partnerships\/","title":{"rendered":"Explained: Amazon and TikTok ad partnerships","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Over the last year, Amazon has slowly integrated itself more deeply with TikTok.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The two tech giants once seemed at odds, given that they both operate e-commerce marketplaces. That was especially true after TikTok introduced TikTok Shop, its platform that lets users view product catalogs and check out directly in the app.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">TikTok Shop is still small, but because TikTok is where so much product discovery happens, the potential of the platform remains massive.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, Amazon and TikTok are integrating their advertising more closely. In recent months, Amazon and TikTok have made it possible to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Check out directly through your Amazon Prime account without leaving the TikTok app<\/li>\n\n\n\n<li>Refer TikTok users to your DTC site through Buy with Prime ads<\/li>\n\n\n\n<li>Fulfill all of your TikTok orders through Amazon\u2019s fulfillment system, specifically Multi-Channel Fulfillment<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s a rundown of what\u2019s happening\u2014and what it all means for the future of Amazon and social commerce.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-s-the-deal-with-shoppable-tiktok-ads-nbsp\"><strong>What\u2019s the deal with shoppable TikTok ads?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Over the summer, TikTok and Amazon announced their first major ad partnership\u2014shoppable ads that show up on TikTok, and allow users to <a href=\"https:\/\/www.tiktok.com\/business\/en-US\/blog\/amazon-ads-native-checkout?ab_version=control\">check out with Amazon<\/a>. These ads surface on users&#8217; \u201cFor You\u201d pages on TikTok.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The key here is the ability to link your Amazon account to TikTok. Users that choose this option will be able to see real-time pricing, delivery dates, and other product details on every ad.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">From there, they can make purchases via Amazon directly on the TikTok app.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These ads are served from the Amazon console, using Amazon\u2019s targeting data. The problem is just that you don\u2019t have much control over them.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At this point, advertisers aren\u2019t able to adjust TikTok placements or their bids on those TikTok placements.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-about-tiktok-ads-that-integrate-with-buy-with-prime-nbsp\"><strong>What about TikTok ads that integrate with Buy with Prime?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">More recently, Amazon and TikTok announced a second ad partnership. This time, advertisers can refer TikTok ads back to the <a href=\"https:\/\/chainstoreage.com\/amazon-integrates-shoppable-buy-prime-ads-tiktok\">Buy with Prime checkout page<\/a> on their DTC site.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As a refresher, Buy with Prime is a checkout option that you can add to your DTC site, where shoppers click to make a purchase through their Prime account. You keep all of the same shopper data.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These Buy with Prime ads are more dynamic than the typical TikTok ad, showing real-time delivery estimates and the Prime shipping logo.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But unlike with the first TikTok x Amazon partnership, these are ads bought through TikTok, using TikTok\u2019s data. You just slap the Buy with Prime label on them.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So adding an Amazon checkout option on your TikTok ad might boost conversions, but you aren\u2019t re-targeting people who already searched your brand term on Amazon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(This is possible for <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-dsp\/can-amazon-dsp-ads-benefit-your-dtc-site\/\">the new DSP for Buy with Prime ads<\/a>, however.)&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-about-amazon-fulfillment-on-tiktok-nbsp\"><strong>What about Amazon fulfillment on TikTok?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve been talking so far about products that you might <em>advertise<\/em> on TikTok but that you ultimately sell on Amazon or Shopify.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The other side of the coin here is that you can also sell products directly on TikTok Shop, TikTok\u2019s own marketplace. (As a refresher: We talked in-depth about what TikTok Shop is <a href=\"https:\/\/www.intentwise.com\/blog\/retail-media\/explained-what-is-tiktok-shop\/\">here<\/a>.)&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Long story short, the commission fees on TikTok Shop are super low, but so are sales, <a href=\"https:\/\/www.marketplacepulse.com\/articles\/tiktok-shops-first-year-in-the-us\">according to Marketplace Pulse<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you do sell on TikTok, however, you are probably still going to be relying on Amazon. Amazon has been beefing up its Multi-Channel Fulfillment service, which allows Amazon to ship products bought and sold on non-Amazon platforms.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Many TikTok Shop brands ship their products through Multi-Channel Fulfillment, and Amazon keeps making it easier to integrate your Amazon fulfillment system with TikTok.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can store your products in one fulfillment center, as <a href=\"https:\/\/buywithprime.amazon.com\/merchant-spotlight-bubblr?utm_source=direct&amp;utm_medium=website&amp;utm_content=section_amazon-dsp-for-buy-with-prime\">many brands already do<\/a>, and ship them to customers across multiple different channels.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because you don\u2019t need to create a separate system for TikTok Shop, it just makes launching on the platform that much easier.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-is-the-future-of-amazon-and-social-media-nbsp\"><strong>What is the future of Amazon and social media?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re confused by all of the social media tie-ins Amazon is offering, you probably aren\u2019t alone.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Both of these TikTok partnerships are similar to Amazon\u2019s <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/offsite-sponsored-products-ads-are-getting-more-popular\/\">offsite Sponsored Products ads<\/a>, which are SP ads bought and targeted through Amazon that just happen to show up on Pinterest, Buzzfeed, etc.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All of these tie-ins are exciting for advertisers, and it\u2019s important to start paying attention and experimenting with these systems now.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The future of e-commerce is probably going to be a blend of social media and traditional e-commerce platforms.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And the first brands that figure out how to leverage both Amazon and other social platforms simultaneously are the ones who are likely going to get an edge.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Over the last year, Amazon has slowly integrated itself more deeply with TikTok.&nbsp; The two tech giants once seemed at odds, given that they both operate e-commerce marketplaces. That was especially true after TikTok introduced TikTok Shop, its platform that lets users view product catalogs and check out directly in the app.&nbsp; TikTok Shop is [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":28641,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[82],"tags":[172,96,155,216],"class_list":["post-28635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-media","tag-buy-with-prime","tag-mobile","tag-newsletter","tag-tiktok"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: Amazon and TikTok ad partnerships<\/title>\n<meta name=\"description\" content=\"Amazon and TikTok are teaming up on ads, and Amazon is making it easier to fulfill through TikTok. 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Here&#039;s what what brands need to know.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/retail-media\/explained-amazon-and-tiktok-ad-partnerships\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-30T14:46:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-30T14:46:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2024\/09\/amazon_x_tiktok__blog_post-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1463\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Waters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Waters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/\"},\"author\":{\"name\":\"Michael Waters\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/b792a03444bf9fe1673eec5daf7fae99\"},\"headline\":\"Explained: Amazon and TikTok ad partnerships\",\"datePublished\":\"2024-09-30T14:46:37+00:00\",\"dateModified\":\"2024-09-30T14:46:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/\"},\"wordCount\":814,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/amazon_x_tiktok__blog_post-scaled.jpg\",\"keywords\":[\"Buy with Prime\",\"Mobile\",\"Newsletter\",\"TikTok\"],\"articleSection\":[\"Retail Media\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/\",\"name\":\"Explained: Amazon and TikTok ad partnerships\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/retail-media\\\/explained-amazon-and-tiktok-ad-partnerships\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/09\\\/amazon_x_tiktok__blog_post-scaled.jpg\",\"datePublished\":\"2024-09-30T14:46:37+00:00\",\"dateModified\":\"2024-09-30T14:46:38+00:00\",\"description\":\"Amazon and TikTok are teaming up on ads, and Amazon is making it easier to fulfill through TikTok. 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