Reading Time: 3 min
Readability: Grade 3 (the irony? Writing makes me feel smart)
Welcome to Rankster 👊
The weekly TikTok Shop newsletter that’s like your annoying friend that’s always right (everyone has that annoying friend who won’t keep quiet)……
In today’s issue:
🔥 DEEP DIVE: Are Amazon + TikTok Ads Live?
🔽 Let’s get started
DEEP DIVE
The Amazon + TikTok Ads That Everyone's Getting Wrong
I was on a recent webinar where the audience were asking about the newly created Amazon TikTok Ad integration.
BrandsMeetCreators got it right… this video sums it up.
And if you're an Amazon seller getting hyped, you might be setting yourself up for disappointment.
Let me break down what's really going on (because I actually read the fine print).
What Everyone THINKS Is Happening
Sellers can now push their products directly on TikTok via ads and sell in-app.
That's not what this is.
What's ACTUALLY Happening
Amazon basically said: "Hey TikTok, instead of people leaving your app to buy our stuff, let's keep them on TikTok."
Before
You see an Amazon ad on TikTok → Click → Get kicked to Amazon app → Maybe buy (but probably don't because switching apps sucks)
Now
You see an Amazon ad on TikTok → Click → Link your Amazon account once → Buy without leaving TikTok
It's just smoother checkout. That's it.
But here's where it gets interesting...
The Real Winners (Hint: It's Not Who You Think)
This whole setup is designed to benefit Affiliates and Creators. Not sellers.
Here's why:
Amazon Influencers create content for products. Amazon can now take that content and run it as paid ads on TikTok. When someone buys through that ad (staying in-app), the influencer gets their commission.
It's basically Amazon saying: "We'll pay to promote your content on TikTok, and you get better conversion rates because people don't have to leave the app."
For sellers? You only win if:
An influencer makes content about YOUR product
That influencer has "Creator Ads" turned on (spoiler: most don't)
Amazon decides to spend ad money on THAT specific video
You're not in the driver's seat. You're hoping someone else promotes your stuff.
The Setting Most People Don't Know About
Here's something wild: There's a "Creator Ads" setting in Amazon Influencer accounts that most people have turned OFF without realizing it.
If you're an Amazon Influencer reading this - go check your account RIGHT NOW. You might be leaving money on the table.
What This Means For You
If you're an Amazon Seller:
Don't get too excited yet
This isn't your direct path to TikTok
Focus on building relationships with influencers in your niche
The real opportunity is still coming (more on that below)
If you're an Amazon Influencer:
Check your Creator Ads setting immediately
Start creating more TikTok-style content for your Amazon products
You're about to become way more valuable to Amazon
Where This Is Actually Heading
Look, this is clearly just step one.
Amazon's not stupid. They see TikTok Shop working. They see creators making millions selling directly on social platforms.
This current setup is Amazon testing the waters. Getting people comfortable with buying on TikTok. Building the infrastructure.
My prediction? Within 12-18 months, we'll see:
Direct seller access to TikTok ads through Amazon
Amazon Storefront integration with TikTok
But right now? It's affiliate game only.
That's it for this week 👊
But I need to ask a favour...
What did you think of today's newsletter?
Thanks for reading.
- Paul
PS…. Want to know what the Top TikTok Shop keywords are? The rising keywords and the high potential keywords?
Watch this space….