So I get this question all the time…..

This case study is going to answer that….

Spoiler Alert: You WANT NEED TikTok 🚀 

TL;DR

• TikTok can increase Amazon sales….. but the sales impact may be delayed

• Tracking sales is tough as a number of TikTok users will not click on the ad but search on Amazon as default. This increases the Branded Search on Amazon

• The longer the better 🚀 …… The best results come from long term campaigns, not short term traffic boosts

Below are 6 products I am using for this case study. My team personally created their TikTok content and Ad campaigns.

I chose these 6 products as they give a long term view of the effectiveness of TikTok campaigns.

I am basing this off 2 metrics:

1. Sales Impact… Did the TikTok traffic increase sales?

2. Search Volume…. were more people searching for the brand on Amazon as a result of TikTok.

I am using Helium10 for all the tracking.

Product 1:

• Niche: Supplement

• No sales history as Helium10 could not report it

Branded Search:

• TikTok Ads and content were run for around 6 weeks

• The Brand search volume increased when TikTok Ads were run

Product 2:

• Niche: Clothing

• Highly seasonal product and flooding it with TikTok traffic made almost no difference

Branded Search:

• Even though the brand was out of season, we do see an increase to branded search after the TikTok campaigns completed

Sales Impact:

• Hardly any difference as a result of its seasonality

• Had we tested coupons or discounts, we likely would have had a sales impact

Product 3:

• Niche: Pets

Sales Impact:

• Their best sales period was during TikTok Ads

Branded Search:

• Once the TikTok Ads stopped, search for the brand slowly diminished

Product 4:

• Niche: Haircare

• No data for the Branded Search… Helium10 could not track it

Sales Impact:

• This is a ‘dud’ product….. the listing is not optimised and makes around 1-2 sales per month

• So we decided to flood it with TikTok traffic….. you can see that the sales doubled…. still not great though but demonstrates that it can work

Product 5:

• Niche: Fitness products

Branded Search:

• Search for the brand diminished once TikTok ads stopped

Sales Impact:

• We had been running this campaign for around 6 months and referenced it in the earlier case studies

• Once TikTok ads had kicked in it was doubling the Amazon sales

Product 6:

• Niche: Fitness equipment

Sales Impact:

• Sales diminished once TikTok Ads stopped

Branded Search:

• Search for the brand diminished once the ads stopped

Conclusion

TikTok works but its important to play the long term game….

Don’t expect results immediately….. but continue and you will build the ‘snowball effect’.

Amazon sellers are spoilt…. we want immediate gratification…..

But TikTok is not a quick solution, a long term plan that can launch your brand to new channels (do you know how many people are crushing it on TikTok Shop?).

Don’t waste time….. get started now before the TikTok goes the same way as Amazon PPC 🤬 

If you want your own TikTok campaign done for you…. let’s chat 👊