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Last June, TikTok achieved a major milestone with its first million-dollar shopping livestream in the United States. The event, featuring beauty brand Canvas Beauty, was hosted by CEO Stormi Steele and lasted for six hours. It not only set a new U.S. record with $1 million in sales but also attracted a peak audience of 10,000 viewers. 

TikTok’s approach to online shopping is very different from what we’re used to. Instead of relying on product listings and search functionality, TikTok leverages content creation and engagement. 

With TikTok’s ability to generate viral product demand almost overnight, sellers are experiencing spikes in orders across multiple platforms, including Amazon. 

A million dollars a day is nothing to sneeze at. That’s why understanding the TikTok algorithm’s role in these e-commerce wins is front of mind for a lot of brand entrepreneurs.

This post unpacks the TikTok algorithm and explores how its principles can be applied to optimize online-selling strategies.

Understanding the TikTok Algorithm

The TikTok algorithm prioritizes content that connects – on a personal level – with users. It does so by analyzing user behavior to provide a unique, engaging feed, known as the “For You” page. 

The TikTok algorithm’s focus on user-centricity, adaptability, and discoverability offers potentially lucrative lessons for sellers on other platforms.

Here’s how TikTok’s user-centric approach helps connect the dots with users. 

• Personalized Content Recommendations: TikTok curates each user’s feed based on preferences, interactions, and viewing habits. This personalization ensures ultra-high engagement by showing content that closely aligns with user interests.
• Adaptation to Changing User Preferences: With social culture and user trends changing sometimes overnight, staying relevant is a full time job. The algorithm quickly evolves with user behavior, prioritizing trends and shifting preferences to keep content fresh and relevant.

The TikTok Algorithm’s Key Ranking Factors

The TikTok algorithm heavily relies on engagement signals to determine which videos deserve broader exposure. 

• Video Likes and Shares: When videos generate high engagement rates, it tells TikTok that the created content genuinely captivates the intended audience. This engagement serves as a clear quality indicator, helping the platform identify videos worth promoting.
• Comments Posted: Each user interaction helps TikTok build a more refined understanding of individual preferences. By analyzing these engagement patterns, the algorithm can deliver increasingly personalized content recommendations that match viewer interests.
• Videos Watch Time: Watch time holds particular significance in TikTok’s algorithm. When viewers watch an entire video or even better, replay it multiple times, it signals highly compelling content that maintains viewer attention – a key factor in how the platform prioritizes content distribution.
• Immediacy: Strong initial engagement acts as a catalyst for potential viral success. When a video demonstrates high engagement early on, TikTok is more likely to showcase it to larger audiences, significantly increasing its chances of widespread popularity.

Lessons for Amazon Sellers

1. Engagement is King

Much like TikTok, Amazon’s algorithm is increasingly weighted towards user engagement. That’s why Amazon sellers need to prioritize interaction to boost product rankings.

Here’s how to intensify user engagement: 

• Reviews and Q&As: Actively ask for customer reviews and respond to questions promptly. Positive reviews and detailed Q&A sections create a dialog as well as enhance trust to influence purchasing decisions.
• Prompt Responses: Address customer inquiries quickly to show attentiveness and reliability.
• Readable Descriptions: Just like TikTok, engagement on Amazon depends on users browsing as much of the listing as possible. Write concise, compelling product descriptions that make information easily digestible.
• Visual Appeal: Use high-quality images and videos to captivate shoppers. Videos demonstrating product use can keep potential buyers engaged longer.

2. Leverage Micro-Influencers

Social commerce is here to stay. 

TikTok’s rise is fueled by the power of niche creators. Amazon sellers can mirror this strategy to reach their target audience authentically.

• Identify Rising Influencers: Partner with micro-influencers in your product category to tap into loyal and engaged follower bases.
• Authentic Partnerships: Work with influencers who genuinely align with your brand to build credibility and trust.
• Inspire Customers to Share: Motivate customers to create and post content featuring your product. Incentivize this with giveaways or discounts.
• Feature UGC: Highlight customer-created photos and videos in your listings to build social proof.

3. Optimize for Discoverability

Discoverability is the backbone of TikTok’s algorithm. It’s also a critical element for success on Amazon.

That means that your Amazon SEO and keyword strategy need to be fully optimized. 

• Trending Keywords: Just as TikTok creators use trending hashtags, Amazon sellers should incorporate high-ranking keywords into product titles and descriptions.
• Regular Updates: Adjust keywords based on seasonal trends and changing search behavior to maintain relevance.
• Sync Listings: If you’re selling on both platforms, make sure that your Amazon listings are consistent with your TikTok Shop. Unified keywords and visuals improve cross-platform discoverability.
• Drive Traffic: If you’re not selling on TikTok, now’s the time to start! Use TikTok’s viral potential to direct users to your Amazon store, enhancing both visibility and sales.

4. Embrace Rapid Trend Adaptation

TikTok thrives on trends. Amazon sellers can replicate this adaptability to stay competitive.

• Trend Spotting: Keep an eye on TikTok (or Etsy, Pinterest, and Alibaba) for emerging product trends relevant to your niche.
• Quick Adjustments: Adapt inventory and marketing strategies to capitalize on these trends.
• Reflect Trends in Listings: Refresh product titles and descriptions to incorporate trendy keywords or phrases.
• Visual Updates: Align images and videos with current TikTok (or other trending social commerce) aesthetics to enhance appeal.

5. Create Great Visual Content

TikTok’s dominance is rooted in its ability to attract audiences through visual storytelling. Amazon sellers should invest in similar strategies to stand out.

• Engaging Demonstrations: Create concise videos showcasing your product’s unique features and benefits.
• TikTok-Style Content: Use TikTok’s format to inspire video content for Amazon listings, focusing on authenticity and creativity
• Relatable Lifestyle Photography: Show products in everyday use to connect with customers on a personal level.
• Become a Storyteller: Craft persuasive narratives around your product to evoke emotion and interest.

The Power of a Multi-Platform Synergy

The TikTok algorithm offers a number of lessons for brand entrepreneurs on Amazon, Walmart, and TikTok Shop. By adopting TikTok-inspired strategies—prioritizing engagement, leveraging influencers, optimizing discoverability, adapting to trends, and creating compelling visuals—sellers can enhance their e-commerce performance.

As e-commerce evolves, staying agile and learning from dynamic platforms like TikTok is key to sustained success. The synergy between TikTok’s virality and Amazon’s marketplace potential holds immense promise for innovative sellers ready to adapt and thrive.

Many of Amazon, Walmart, and TikTok’s top sellers use another strategy to differentiate themselves from the competition. Canopy Management partners with some of the top sellers on all three platforms, and has the experience and expertise to balance – and combine – e-commerce strategies to put your brand in the spotlight in 2025. 

Want to know more? Just ask. 

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.