
The Amazon Prime checkout option on TikTok ads allows users to buy products without leaving the app, streamlining social commerce for brands using Buy with Prime.
TikTok isn’t just a video app, it’s the storefront of the future.
With 1.59 billion users and viral product discovery built in, it’s become a key platform for social commerce.
Now, Amazon’s latest move makes it even easier to convert TikTok views into sales, thanks to a new Prime-powered checkout option directly inside the app.
Amazon and TikTok Partner to Streamline Social Commerce
Hyros"TikTok ads reach nearly 17.9% of the global internet-using population aged 18+."
Information reported by PPC Land confirms that TikTok has officially integrated Amazon’s Buy with Prime checkout system. This feature allows consumers to purchase products from ads directly within the TikTok application.
The partnership marks a significant development in social commerce strategy by creating a seamless path from discovery to purchase. Users can now use their Amazon Prime membership benefits to buy items without ever leaving the platform.
This collaboration pairs TikTok’s massive user base and viral content engine with Amazon’s world-class logistics network. The move also helps Amazon establish a stronger foothold in the social commerce space, where it has previously struggled to gain traction.
For sellers with direct-to-consumer websites, this integration offers a powerful new way to convert views into sales. The key features of the integration include:
- In-App Purchases – The entire transaction, from ad view to checkout, occurs within the TikTok app.
- Prime Trust Signals – Ads can feature the Prime logo and real-time delivery estimates, which can help increase customer confidence.
- Streamlined Fulfillment – Brands can use their existing Amazon Buy with Prime or Multi-Channel Fulfillment (MCF) services to manage orders.
Technical Setup for TikTok's Buy with Prime Integration
According to official documentation from TikTok, sellers must first have a Shopify or WooCommerce store connected to their account to enable the integration. Completing the setup allows brands to display Prime branding and delivery promises on their TikTok ads.
The process begins in the Buy with Prime marketing console, where sellers find and add the “TikTok Ads” application. They must then authorize the app to access the required sales and fulfillment data.
Next, sellers are guided through linking their TikTok profile to their TikTok for Business account. They will then connect the specific Business Center and Ad Account that will be used for the campaigns.
The final stage involves installing a new TikTok Pixel for data tracking and syncing a product catalog. After a seller provides billing information, a 24-48 hour period is required for the systems to fully sync before the feature is active.
Amazon Reshaping Its Social Commerce Strategy with TikTok Partnership
According to Liran Hirschkorn, CEO of the digital marketing agency Incrementum Digital, Amazon’s decision to partner with TikTok is a significant strategic move. This collaboration allows Amazon to become the fulfillment backend for social commerce rather than directly competing with TikTok’s powerful content discovery engine.
The partnership follows several years of Amazon’s unsuccessful attempts to build its own social commerce platforms. While services like Amazon Live and Amazon Inspire failed to gain significant traction, TikTok’s own e-commerce features have seen substantial growth.
This integration is expected to fundamentally alter the go-to-market strategy for many brands, especially those with products suited for viral marketing. The new model combines social-first discovery with Amazon-backed logistics.
For brands, this development introduces a new playbook for product launches and online sales. Key strategic shifts include:
- A New Launch Model – The standard approach could shift from an “Amazon-first” strategy to a “TikTok-first, Amazon fulfillment” model.
- Leveraging Viral Content – Brands can now more effectively capitalize on viral trends by offering a frictionless purchase process directly within the TikTok app.
- The “Creator to Checkout” Era – This move signals a deeper integration between content creators and commerce, where discovery leads instantly to a completed sale.
Ultimately, the partnership positions Amazon to provide the essential logistics for the booming social commerce market. It marks a future where social media platforms drive customer discovery, and Amazon handles the delivery.
Partnership Taps into Surging Social Commerce Trend
The new partnership between Amazon and TikTok arrives as social commerce becomes a significant force in the retail industry. Recent analysis from Exploding Topics highlights this trend, noting that one in three U.S. consumers aged 18-34 now makes purchases through social media on a weekly basis.
This represents a fundamental change from traditional, intent-led e-commerce to a new model of discovery-led shopping. Consumers are increasingly making purchase decisions sparked by content in their social feeds rather than actively searching for a specific product.
This new ecosystem is powered by key drivers that are particularly effective on video-centric platforms like TikTok. These drivers are changing how brands connect with potential customers.
- Influencer Recommendations – Creator content is a major sales driver, with reports indicating that nearly three-quarters of consumers have purchased something based on an influencer’s post.
- Live Shopping Events – The video format enables immersive live shopping streams, where some brands have generated millions of dollars in sales during a single event.
- Engaging Video Content – Product showcases in a video format are native to the user’s feed, making them less likely to be skipped than traditional banner ads.
TikTok is at the center of this movement, with approximately 66% of its adult users falling within the key 18-34 age demographic. The platform has aggressively expanded its e-commerce operations, with reports indicating it aimed to grow its U.S. business to as much as $17.5 billion by the end of 2024.
By the end of 2023, more than 500,000 merchants were already selling products on TikTok Shop in the United States. This rapid growth follows the successful model of Douyin, TikTok’s counterpart in China, which processed over $200 billion in transactions in 2023.
Trust and Convenience Make the New Partnership a Key Strategy
A RetailWire discussion suggests the Amazon-TikTok partnership directly addresses core consumer demands for convenience and one-stop shopping experiences. This preference for aggregated platforms reinforces the market dominance held by major tech companies.
The report also identifies consumer trust as a critical asset for success in the current retail environment. By integrating with Amazon, brands on TikTok can leverage the established trust and reliability associated with the Prime brand at the point of purchase.
At the same time, brands face growing complexities from the unpredictable nature of influencer marketing and a shifting data privacy landscape. Navigating these challenges often leads brands to partner with a specialized Amazon agency to manage their strategy and execution on these large-scale platforms.
This evolving landscape requires businesses to adopt a nuanced approach to online retail to succeed. Key takeaways for brands and retailers include:
- Recognizing the sustained power of large technology platforms in commerce.
- Focusing on transparency and authenticity to build and maintain consumer trust.
- Carefully managing the risks and benefits associated with influencer relationships.
- Remaining adaptable to changing data privacy rules across different regions.
iDHL"Platforms like TikTok, Instagram, Facebook, and Pinterest are leading the way in social commerce, offering features like shoppable posts, integrated shopping tabs, and marketplace functionality."