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Newsletter #69: Big Seller Strategies

| Brief Builder | Case Studies | TikTok Mastery |
Reading Time: 3 min
Readability: Grade 4 (this is edition #69….. you smiled at that… 69)
The only newsletter that gets a kick out of reaching edition #69….

In this edition (it’s been a busy week and didn’t get to post everything):
🔮 TOP TIKTOK SELLER.... Their Hidden Strategy!
🌊 TIKTOK FLOOD.... Amazon Listing Explodes!
Let’s get started.....
🔮 TOP TIKTOK SELLER
Their Hidden Strategy!

Micro Ingredients are the top seller on TikTok Shop - $11.74m in the past 30 days.

But I noticed something very interesting….. This brand does not care which affiliates it works with.
They had 1,956 affiliate posts in the last 30 days:

From the 1,946 affiliates:
Revenue | # Affiliates | % |
---|---|---|
$0 | 728 | 37% |
$1 - $1K | 877 | 45% |
$1k - $10K | 205 | 10% |
$10K - $100K | 118 | 6% |
$100K + | 25 | 1% |
$11.74m monthly sales rely on $11.25m from Affiliates….. but 82% of their affiliates made $1k or less.
Their average price is $28.87….. which means they gave out $56,469.72 in samples……. 0.006% of their monthly revenue.
👩🦱👩🦱👩🦱 More Affiliates = More Sales 💰💰💰
Affiliates are to TikTok Shop what Sponsored Ads are to Amazon sellers
You need affiliates…… but most of those affiliates will let you down.
That is why Quantity beats Quality on TikTok.
Most of the affiliate posts will go nowhere….. but the one’s that perform well can change your business.
Is it worth testing? You know it is 👊.
🌊 TIKTOK FLOOD
Amazon Listing Explodes!

What happens when you flood an Amazon listing with TikTok traffic?
I have no idea….. 🤬

I have probably run over 200 TikTok-to-Amazon campaigns (ie. create content on TikTok and then boost it with TikTok Ads pointing to the Amazon listing).
There is always a sales boost….. but at a macro level, meaning revenue increases, but from a ‘bird’s eye view’. You have to zoom out to see the effect…. and even then, you do not get an accurate view.
For example, look at this product:

But before you say “Wow, TikTok boosted the sales”, this is a highly seasonal product (a Mother’s Day product). So it was expected to perform well.
If we look at the Brand Analytics:

More people are searching for the brand on Amazon as a result of the TikTok post.
But….
Amazon Attribution didn’t report any sales.
Which is odd because it had a ton of Deep Link clicks using URLgenius:

But TikTok and Amazon don’t play well together and after 200 campaigns….. I don’t trust Attribution when it originates from TikTok.
My Thoughts:
TikTok has a huge effect on Amazon brands because TikTok is a ‘brand awareness platform’ ie. If your brand is on TikTok, buyers will likely search for it on Amazon.
Problem is…… tracking ROI and conversions from TikTok to Amazon is impossible and Amazon Attribution does not help.
But the result is there….. TikTok can boost Amazon sales directly, but tracking is near impossible.
That's it for this week 👊
But I need to ask a favour...
Thanks for reading.
- Paul
PS.... If you are interested in any TikTok Shop or TikTok-to-Amazon campaigns, let me know.
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