Brands use TikTok Shop to seed demand, then let Amazon close the sale

Modern Retail’s Julia Waldow reports that sellers report a “halo effect”: TikTok Shop virality drives Amazon sales at 1.5–3x the TikTok volume, per Million Dollar Sellers — shoppers discover on TikTok, then buy on Amazon for Prime shipping, reviews and price.

Why it matters. Brands say the halo effect lets them cut spend on expensive Amazon advertising because shoppers already arrive searching by name.

Signal from modernretail.co · Julia Waldow · read the original.

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