Toucan Talks: Innovative Strategies for Amazon and TikTok Shop

Creative synergy: how copy and design power Amazon PDPs

Barbara and Ben treated the product detail page as one piece of work rather than two, copy and design solving the same problem. On copy: titles under 100 characters, five bullets under 255 characters each, benefits before features, keywords used naturally rather than stuffed, and backend fields doing invisible but real work. On design: the main image checklist of proportion, angle, lighting and compliance, listing imagery built to answer questions in order, Premium A+ with scrollable modules, hover hotspots and comparison charts, and Brand Story built for emotional connection rather than another product grid. They showed the two working together on a gut health range and an energy drink range, and made the case for detailed image file naming and tagging as SEO and accessibility work that nobody sees. The last section looked forward to Amazon's AI audio product summaries, Shoppable Collections replacing Brand Story, and writing listings that Rufus can actually use.

Harnessing Amazon Marketing Cloud to build innovative strategies

Mahlah's talk was a tour of what a clean room gives you that standard Amazon Ads reporting does not. Path-to-conversion analysis showing which sequences of ad types actually convert and which acquire new-to-brand customers. Funnel analysis showing consideration, conversion and loyalty regions all improving after a Prime Video activation. New-to-brand gateway ASIN work identifying which variants bring people into a brand, then setting that against repeat purchase to find the products that sell well once and never again. A twelve month lifetime value cohort where repeat purchase rate grew from 22 percent in the initial month to 54 percent by month eleven. And demographic splits between the people who engage with the ads and the people who actually buy, which in one confectionery case pointed straight at new creative, new bid strategy and a set of audiences to negate. The talk closed with an activation where AMC-built audiences grew purchases by 24 percent and new-to-brand purchases by 22 percent against the same activation without them.

Unlocking end-to-end impact with Amazon Ads

Stella made the case for Amazon as a full-funnel channel rather than a bottom-of-funnel one. Streaming now delivers close to half of all commercial TV viewing time, and Prime Video has the largest ad-supported reach of the premium streaming publishers in the UK. The talk covered making streaming actionable through interactivity, where ads with an add-to-cart or learn-more prompt saw a 1.7 times lift in total orders against ads without, Fire TV as the moment before the stream starts, and X-Ray and pause ads as newer shoppable formats. The second half was about the shape of the journey itself: most shoppers do not convert immediately, they browse across several days and multiple detail page views, and they research across brands even when their search terms are branded. Full-funnel advertising is what covers that gap.

The TikTok effect: turning trends into shoppable moments

Dania's session started with the algorithm as a discovery engine, then defined what a trend actually is, a format, sound or behaviour that spreads because the community recreates it, and showed how trend-led content moves people through discovery, consideration, participation and reviews. The affiliate section covered the three levers of outreach, volume, personalisation and discounts, and GMV Max campaigns as the way to put paid weight behind what is already working organically. The worked example was a new-to-market beauty brand with no awareness and no content: content pillars planned around in-house shoot days, trending sounds used deliberately, and a founder-led affiliate strategy. Between May and August, monthly video views grew by more than 700 percent and likes by more than 500 percent, with a single trend-led video passing 1.8 million views.

From For You to checkout

TikTok Shop's own team closed the day with the platform view of the full journey, from the For You page through to checkout, and where they see the biggest unlocks for UK sellers who are already trading on the platform.

In the room