It's a crazy thing to do! --- If I can't beat them, then let me join them.

On August 8 Amazon and tiktok announced a partnership that will allow users to buy products from Amazon without even leaving the tiktok program. Almost as many brands and creators can tiktok make videos about Amazon products then link directly to that product and people can buy it right away. And Amazon sellers are able to utilize tiktok and all its audiences without having to go to a tiktok store to sell.

So-called social shopping is becoming increasingly popular in the U.S., with ByteDance Ltd.'s TikTok launching an e-commerce business last year. Amazon struck similar deals with Meta Platforms Inc. and Snap Inc. before reaching agreements with TikTok and Pinterest.

An Amazon spokesperson said, "Customers who choose to link their accounts in the U.S. will see real-time pricing, Prime eligibility, delivery estimates and product details for select Amazon products advertised as part of the experience on TikTok."

In a blog post, TikTok said the partnership provides users of the popular video app with a "seamless, fun shopping experience." You can check out the blog to see exactly how it works by clicking here.

In today's e-commerce market, this is a very smart move. If Amazon realizes that a TikTok store is inevitable, then every brand should do the same.

Impact on Amazon sellers

1. Increase sales and revenue

The ability to purchase products directly within TikTok and Pinterest can increase conversion rates. Social media platforms have become hotspots for product discovery, and by eliminating the extra steps required to complete a purchase, more users may convert from viewers to buyers.

2. Expanding Reach and Audience

TikTok is particularly popular among younger demographics, including Gen Z and Millennials. The partnership allows Amazon to engage these younger audiences more effectively, potentially driving new customer acquisition and loyalty.

And Pinterest is known for its visually driven platform, a perfect fit for product discovery and inspiration. By integrating Amazon's purchasing capabilities, Pinterest users can easily transition from inspiration to purchase, thus enhancing the platform's overall value proposition.

3. Enhance Brand Influence

Amazon can increase its brand awareness and engagement. This is especially important in an era where social media is the primary channel for brand interaction and discovery.

This integration can create new opportunities for influencers and content creators to collaborate and drive organic and paid promotions that link directly to Amazon product pages.

4. Competitive Advantage

Utilizing the large user base of both platforms sets Amazon apart from other e-commerce platforms. It offers a unique selling proposition that blends social media engagement with the convenience of online shopping.

5. Data and insights

Amazon will also gain valuable data and insights on user behavior related to the platform. This can inform targeted marketing strategies, personalized recommendations and inventory management.

Understanding how users interact with products on social media can provide greater insight into consumer preferences and trends, enabling Amazon to improve its product offerings and marketing strategies.

7. Impact on social media platforms

TikTok and Pinterest creators will benefit from increased monetization opportunities. By promoting in-app purchases, these platforms can generate additional revenue streams through commissions or partnership fees.

Integration of shopping features can lead to enhanced user engagement. Users may spend more time on these platforms if they are able to seamlessly purchase the products they find.

If you're not planning to start as an amazon seller or tiktok creator now, then perhaps you're missing out on unimaginable riches in the next few months to years. Start now before it's too late and saturated.