Overview

In the race to acquire customers, Amazon agencies face a perfect storm: rising advertising costs on Amazon, consumers shifting to social discovery, and the explosive growth of TikTok Shop. Amazon’s cost‑per‑click (CPC) has climbed to an average of $1.04 in 2025, up from $0.95 the year before, while TikTok’s short‑form videos have made social commerce mainstream. TikTok Shop’s revenue hit $349 million in December 2023, and analysts expect nearly 200 % growth by 2025. For Amazon agencies struggling to justify rising PPC budgets, TikTok offers a fresh funnel for product discovery and customer acquisition.

During MerchantSpring’s recent Marketplace Masters webinar, host Paul Sonneveld sat down with Paul Harvey—founder of Rankster and widely known as the “Amazon TikTok guy”—to unpack how agencies can harness TikTok’s reach to boost Amazon sales. This article synthesises the webinar’s insights, augments them with additional research and actionable tactics, and presents a comprehensive roadmap for Amazon agencies entering the TikTok ecosystem. Pull quotes from the session appear throughout to anchor the narrative.

Why TikTok Matters for Amazon Sellers

Social discovery is influencing purchasing decisions

Consumers are increasingly finding products via social video. A 2025 study reports that 55 % of Amazon customers are influenced by social media, with TikTok leading thanks to its immersive short videos. TikTok has over 150 million active users in the US, who collectively watch 4.8 billion minutes of video every day. The platform’s viral culture encourages spontaneous discovery, as evidenced by the hashtag #TikTokMadeMeBuyIt, which has billions of views. According to Emplicit’s research, 80 % of users say TikTok helps them discover new products, and 67 % say it inspires them to shop even when they weren’t planning to.

TikTok’s audience is young but broadening: 36.2 % of users are aged 18–24 and 34 % are 25–34. The platform is also gaining traction among women in their thirties—an age group with significant household purchasing power. With TikTok Shop launching integrated checkout, 68 % of users are open to buying directly through the platform and 97 % of TikTok Shop shoppers also shop on Amazon. This dual‑platform behaviour means that TikTok isn’t a competitor to Amazon; it’s a complementary discovery engine that drives traffic and sales to Amazon listings.

“TikTok is a great brand‑awareness platform… the more people see a product on TikTok, the more they search for it on Amazon.” – Paul Harvey

Social commerce is booming

Social commerce already accounts for around 20 % of total e‑commerce and has more than doubled in five years. TikTok’s integrated shopping features accelerate this trend. TikTok Shop’s shoppable videos, live shopping events and storefront tabs allow users to discover and purchase without leaving the app. The checkout experience is frictionless: 84 % of users find TikTok Shop easy and 80 % say checkout is fast. Analysts expect TikTok Shop sales to surpass $10 billion by 2025, giving early adopters a chance to build dominance before the platform becomes saturated.

Omnichannel shoppers are particularly valuable: they exhibit 30 % higher lifetime value than single‑channel shoppers. Integrating TikTok Shop into an Amazon agency’s strategy can therefore magnify client lifetime value and create a virtuous cycle where viral videos boost Amazon ranking, which in turn feeds TikTok visibility.

Amazon PPC costs are rising

While Amazon remains the powerhouse of e‑commerce, advertising costs are spiralling. Ad Badger reports that the average CPC on Amazon is $1.04 in 2025, with spikes as high as $1.14. Conversion rates on Amazon hover around 9–10 %, which is high compared with typical e‑commerce, but still means 90 % of clicks don’t convert. For agencies managing multiple brands, achieving profitable ad campaigns with ever‑rising CPCs is challenging. TikTok’s CPC can be as low as $0.10–$0.20 per click, according to Paul Harvey’s case studies, offering a potentially more cost‑effective top‑of‑funnel channel.

Setting a TikTok Strategy for Amazon Clients

1. Align TikTok objectives with Amazon KPIs

Paul Harvey emphasises that agencies should not view TikTok as an isolated advertising channel; instead, they should measure impact across three key performance indicators (KPIs) on Amazon:

1. Amazon Attribution – Use deep links that open the Amazon app by default to track sessions and conversions. Deep links ensure users stay logged in, preserving attribution and improving conversion tracking.
   
   
2. Brand search uplift – Monitor Brand Analytics to see if search volume for the brand name and target keywords increases during campaigns. TikTok primarily drives product awareness; consumers often watch videos and then search for the product on Amazon.
   
   
3. Listing performance metrics – Compare page views, sessions and conversion rates when ads are running versus baseline periods. Paul Harvey notes that his campaigns often produce a 30 % uplift in sales on Amazon after sustained TikTok traffic, though results may be immediate or delayed.
   
   

Because TikTok’s purchase intent differs from Amazon’s high‑intent users, agencies should evaluate success holistically. Attribution links may capture only a portion of the effect; brand search lift and organic ranking improvements are equally important indicators of TikTok’s halo effect.

2. Budget and resource allocation

Paul recommends starting TikTok campaigns with a budget of around $50 per day ($1 500 per month). This is considerably lower than typical Amazon PPC budgets. He advises keeping Amazon PPC campaigns running concurrently and, crucially, bidding aggressively on the exact keywords used in TikTok videos (e.g., “BrandName baby blanket”). This ensures that when TikTok viewers search on Amazon, the client’s product appears prominently.

It’s important to manage expectations. TikTok’s campaign results can be unpredictable: some ads generate immediate Amazon conversions, while others build momentum over weeks. Agencies should commit to sustained experimentation over several months, gradually increasing budgets when they identify winning creatives and audiences.

3. Content: quantity beats polish

TikTok’s algorithm favours authentic, native content. In the webinar, Paul described how a professionally produced $3 000 video flopped, while an unpolished selfie‑style video from a creator went viral. TikTok even prioritises videos uploaded and edited within its app. Therefore:

• Prioritise raw authenticity – Encourage creators to shoot vertical videos using the TikTok app. Glossy, commercial‑style productions often fail to resonate with TikTok’s audience.
  
  
• Leverage user‑generated content (UGC) – Emplicit’s study shows that 84 % of people trust user‑generated content. Micro‑influencers are highly effective: 82 % of consumers follow recommendations from micro‑influencers, and 90 % value authenticity.
  
  
• Embrace quantity – The more videos you publish, the higher the odds of achieving virality. According to the Repricer case study, vitamin supplement brand Micro Ingredients achieved a fourfold sales increase after multiple TikTok videos exceeded 20 million views, resulting in 60,000 units sold on Amazon in a month.
  
  
• Incorporate search cues – At the end of each video, instruct viewers to “search BrandName + keyword on Amazon.” This direct call‑to‑action helps viewers remember the brand and drives measurable increases in brand search volume.
  
  

4. Use the right creator mix: influencers vs. affiliates

Paul differentiates between influencers and affiliates:

• Influencers create content and send viewers to Amazon via attribution links or search cues. They typically charge a fee per video, but their involvement ends after publishing.
  
  
• Affiliates sell via TikTok Shop and earn commissions on in‑app sales. They may be less polished, but often have higher sales intent. TikTok shop features, such as shoppable ads and live shopping events, make it easy for affiliates to convert viewers into buyers.

A good agency will build relationships with both groups. An effective hack, according to Paul, is to send affiliates a product sample, then purchase the raw video files from them after seeing which ones drive sales. You can subsequently repurpose those videos as TikTok ads pointing to Amazon. This strategy provides cost‑effective content while maintaining control over final messaging.

5. Leverage TikTok Shop strategically

Should Amazon agencies encourage clients to sell directly on TikTok Shop? There’s no one‑size‑fits‑all answer, but there are compelling reasons to consider it:

• Diversification – With Amazon costs rising, a secondary revenue stream can reduce dependency.

• Immediate feedback – TikTok Shop’s integrated analytics show returns on ad spend instantly. If a product sells well on TikTok Shop, you can reinvest profits into Amazon marketing.

• Content creation engine – Listing on TikTok Shop allows you to engage affiliates, who provide a stream of authentic content. You can repurpose these videos for Amazon listings and ads, improving creative diversity.

• Cross‑pollination – Although some brands may not drive many sales on TikTok Shop, they still experience lifts on Amazon due to heightened awareness. Paul shared cases where brands made no sales through TikTok Shop yet saw steady Amazon revenue growth.

Ultimately, the decision to activate TikTok Shop depends on product fit and resource capacity. For low‑priced, impulse‑buy products with strong visual appeal (beauty, home decor, gadgets), TikTok Shop can generate immediate revenue. For complex or premium products, TikTok Shop may primarily serve as a traffic source to Amazon.

6. Campaign structure and optimisation

TikTok’s advertising tools are less sophisticated than Amazon PPC or Meta Ads, but they offer enough flexibility for agencies to build targeted campaigns:

1. Objective – Choose “Traffic” for driving users to Amazon and “Product Sales” for TikTok Shop campaigns.

2. Targeting – Start broad with demographic and interest targeting (age, gender, interests such as “parenting,” “fitness,” or “home décor”). Over time, use TikTok’s “Engaged Viewers” or “Lookalike” audiences to improve efficiency.

3. Creative testing – Deploy multiple videos simultaneously. TikTok’s algorithm will allocate spend to high‑performing creatives.

4. Budget allocation – Test different budgets across creatives and audiences, then scale the combinations with the best click‑through rates and brand search uplift.

5. Spark Ads & boosting – Spark Ads allow brands to boost organic posts from creators. This is particularly valuable for agencies: you can take a creator’s video and amplify it with media spend, preserving its organic engagement metrics.

Because TikTok’s ad platform is still maturing, agencies must remain agile. Unlike Amazon’s granular keyword targeting, TikTok relies on content signals and algorithmic learning. Expect a period of experimentation before achieving predictable results.

7. Integrate TikTok analytics with Amazon reporting

To illustrate the full impact of TikTok marketing, agencies should integrate TikTok metrics into their reporting dashboards. MerchantSpring, for example, provides multi‑channel analytics for agencies. By connecting Amazon and social data, agencies can correlate TikTok spend with changes in Amazon sessions, conversion rates and share of voice. Consider linking to MerchantSpring’s Marketplace Masters video library or contacting their team to streamline reporting. Transparent reporting builds trust with clients and reinforces the value of omnichannel strategies.

Case Studies and Success Stories

Micro Ingredients: Viral supplements

Supplement brand Micro Ingredients leveraged multiple TikTok influencers to promote its Vitamin D3 + K2 product. Several videos went viral with more than 20 million views each, resulting in a quadrupling of monthly sales and 60,000 units sold on Amazon in one month. By instructing viewers to search the exact product name on Amazon, the brand captured traffic both from attribution links and organic searches. Micro Ingredients simultaneously invested in Amazon PPC for the same keywords to ensure top ad placement.

“Don’t Believe Everything You Think”: From TikTok bestseller to Amazon top‑10

The self‑help book Don’t Believe Everything You Think exploded on TikTok Shop, selling over 80,000 copies and reaching #7 in Amazon’s overall books ranking. The author collaborated with TikTok creators to produce raw, relatable videos discussing mental health, each ending with a call to find the book on Amazon. The combined TikTok and Amazon strategy propelled the book into mainstream awareness and sustained sales beyond the initial viral moment.

TikTok Shop early adopters

Early TikTok Shop adopters in beauty and fashion have seen particularly strong results. TikTok’s internal data shows that short videos (under 60 seconds) generate 58 % of TikTok Shop sales, and 84 % of users who tried TikTok Shop describe it as easy. Beauty products, home décor and fitness accessories tap into TikTok’s most‑viewed categories—entertainment, fitness, DIY, beauty and fashion—which collectively garner billions of views. Agencies working in these verticals should prioritise early activation on TikTok Shop to capture market share while CPCs remain low.

Omnichannel synergy

The Canopy Management report emphasises that omnichannel shoppers exhibit 30 % higher lifetime value and that adding TikTok Shop to a seller’s mix is a game-changer. The same report highlights TikTok’s innovative features, such as shoppable ads and live shopping events, which drive frictionless purchases, and notes that TikTok’s viral challenges and hashtag culture provide unique avenues for amplifying reach. Agencies that orchestrate cross‑platform campaigns—e.g., launching a TikTok hashtag challenge supported by Amazon coupon codes—can build sustained brand equity and capture both impulse and deliberate shoppers.

Practical Guide: Step‑by‑Step for Agencies

1. Educate clients – Set expectations by explaining the experimental nature of TikTok and the need for multiple creatives. Align on KPIs that go beyond immediate ROI (brand search uplift, listing engagement).
   
   
2. Identify product fit – TikTok works best for visually engaging, impulse‑friendly products under $50. Assess whether your client’s product category matches top TikTok interests (beauty, fitness, home improvement, fashion, cooking).
   
   
3. Secure budget – Allocate ~$1 500 per month to TikTok ads, plus funds for creators. Consider dividing spend between influencers (fixed fee) and affiliates (commission on TikTok Shop sales).
   
   
4. Build a creator roster – Source micro‑influencers and affiliates in your niche. Provide them with creative guidelines emphasising authenticity. Encourage them to use the TikTok app to shoot and edit.
   
   
5. Craft a content calendar – Plan at least 8–10 pieces of content per month to maintain momentum. Mix product demos, problem/solution storytelling, unboxings and lifestyle shots. Always end with a “search on Amazon” prompt.
   
   
6. Launch campaigns – Use TikTok Ads Manager to set up Spark Ads or In‑Feed Ads. Target relevant interests, optimise for Traffic (Amazon) or Product Sales (TikTok Shop). Keep Amazon PPC campaigns running on key keywords.
   
   
7. Monitor and optimise – Track Amazon attribution, brand analytics and session data alongside TikTok metrics. Identify high‑performing videos and creators; double down on similar formats and audiences. Cut or repurpose underperforming content.
   
   
8. Iterate and scale – Gradually increase budget to top‑performing creatives. Expand into new niches or influencer tiers. Consider launching a hashtag challenge to galvanise user‑generated content.
   
   
9. Integrate reporting – Use tools like MerchantSpring to consolidate performance data across Amazon and TikTok. Present clear reports to clients showing how TikTok drives awareness and sales lift.

Conclusion & Next Steps

TikTok is no longer just a Gen‑Z entertainment app—it’s a sophisticated commerce engine that can turbocharge Amazon brands. With social commerce on the rise and Amazon advertising costs climbing, agencies that incorporate TikTok into their strategy will unlock new growth opportunities for clients. Start by educating clients about TikTok’s potential, build a roster of authentic creators, integrate TikTok Shop when appropriate and measure success through comprehensive KPIs. Over time, the combination of viral content, omnichannel advertising and data‑driven optimisation will yield a sustainable competitive advantage.

Ready to put these strategies into action? Watch the full Marketplace Masters episode with Paul Harvey to hear every insight first‑hand, visit MerchantSpring to explore analytic tools that simplify multi‑channel reporting, and check out Rankster for Paul’s ongoing case studies. Don’t wait—your clients’ next breakthrough channel is already here.