So I get this question all the time…..
Can TikTok increase my Amazon sales?
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:
Sales Impact… Did the TikTok traffic increase sales?
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 👊