Amazon and TikTok Shop Agency: Why Brands Run Both With One Team
Yes, there are agencies that manage both Amazon and TikTok Shop for brands, and for a consumer brand selling on both it's usually the better set-up. The two channels do different jobs: TikTok Shop creates demand by putting products in front of people who weren't looking for them, and Amazon captures demand from people who already know what they want. One team running both can plan launches, content and promotions across the two, and can see how activity on one moves sales on the other. Two separate agencies rarely can.
Toucan is one of these agencies: an Amazon Ads Advanced Partner and a TikTok Shop Partner, with specialist teams for each platform working to one plan. This guide explains how the two channels fit together, what a joint agency actually does, and what to check before you hire one.
Two channels, two different jobs
Amazon and TikTok Shop are both places to sell, but shoppers arrive in very different states of mind.
| Amazon | TikTok Shop | |
|---|---|---|
| How shoppers arrive | Searching for a product or category | Scrolling, and discovering a product in a video or LIVE |
| What drives sales | Search rank, reviews, price, Buy Box, listing quality | Creator content, affiliates, LIVE selling, the For You feed |
| What the brand produces | Listings, A+ content, Brand Store, Sponsored Ads | A steady flow of short-form video and creator partnerships |
| Strength | Captures existing demand, at scale | Creates new demand, quickly |
| Typical risk | Paying for traffic the listing can't convert | A shop with no creator activity, which the platform won't distribute |
Neither replaces the other. A brand on Amazon alone relies on people already knowing to search for it. A brand on TikTok Shop alone creates interest it may not capture, because many shoppers who see a product on TikTok go and buy it somewhere they already trust.
How the TikTok-to-Amazon funnel works
The most useful way to think about running both is as one funnel.
- Discovery on TikTok. A creator video or LIVE shows the product in use. Some viewers buy in the app there and then.
- Search on Amazon. Others search for the brand or product on Amazon later: to check reviews, use Prime delivery, or buy alongside other things. That shows up as a rise in branded search and in organic sales.
- Rank on Amazon. The extra sales improve the product's sales velocity and conversion, which lifts its organic rank, which makes Amazon advertising cheaper.
- Proof back on TikTok. Amazon reviews, ratings and best-seller status become material for the next round of TikTok content.
When the two channels are run separately, step 2 tends to be credited to whichever channel the report belongs to. The Amazon agency sees a lift in branded search and takes the credit; the TikTok agency sees views and can't prove the sales. When one team runs both, it can line the two up: TikTok activity against Amazon branded search, organic sales and rank, week by week.
What an Amazon and TikTok Shop agency actually does
A joint agency should do everything a specialist would do on each platform, then join the two up.
On Amazon:
- Seller Central or Vendor Central account management: catalogue, stock, pricing and Buy Box
- Sponsored Products, Sponsored Brands and Sponsored Display, plus Amazon DSP and Amazon Marketing Cloud (AMC)
- Listings, A+ content and Brand Stores built to convert the traffic TikTok sends
On TikTok Shop:
- Shop setup, catalogue and operations
- An affiliate programme: finding creators, seeding samples and managing commissions
- Always-on short-form content and LIVE selling
- TikTok Shop ads behind the content that's already working
Across both:
- Launch planning. New products go live on TikTok and Amazon in a planned order, with stock on both channels, so the demand TikTok creates doesn't run into a stock-out on Amazon.
- Shared content. Creator videos and studio content made once and used twice: in the TikTok feed, and as Amazon listing video and Sponsored Brands creative.
- Joined-up promotions. Deal events like Prime Day and TikTok Shop campaigns planned together, so the two channels don't undercut each other on price.
- One set of reporting. TikTok Shop GMV next to Amazon sales, branded search and organic rank, so you can see what each channel is really contributing.
When it makes sense to use one agency for both
One agency for both channels makes most sense when:
- your products can be shown or explained in a few seconds of video, as in beauty, health and wellness, food and drink, and household
- you already sell on Amazon and want TikTok Shop to grow the whole business, not just its own channel
- you're launching new products and want them to make an impact on both platforms at once
- you'd rather brief one team than referee two
It makes less sense when your product is a considered, high-price purchase that doesn't sell in the feed, or when you only need help on one platform. In those cases, a specialist on that one channel is enough.
What to check before you hire one
Plenty of agencies list both platforms on their website. Fewer run both properly. Ask:
- Are you an Amazon Ads Advanced Partner and a TikTok Shop Partner? Both are awarded by the platforms and can be checked.
- Who runs each channel? You want platform specialists for each, working to one plan, not one generalist team splitting its attention.
- Can you show results on each platform separately? Ask for a case study from each, with a baseline.
- How do you report the link between the two? If the answer is "we report each channel separately", you're getting two agencies under one logo.
- Who makes the content? TikTok Shop runs on a constant supply of video. Ask whether the agency produces it in-house, works with creators, or both.
Our guide on how to choose an Amazon agency covers the Amazon side of the pitch in more detail.
How Toucan runs Amazon and TikTok Shop together
Toucan is an Amazon Ads Advanced Partner and a TikTok Shop Partner. Each platform has its own specialist team, working daily inside that platform, with one plan and one set of reporting across both.
On TikTok Shop, that has meant results such as Nutrigums, +2471% in total sales revenue in 12 weeks, and Twenty One Beauty, +411% in total sales revenue quarter on quarter. Our in-house studio and creator programme produce the content that feeds both channels.
See how we approach Amazon and TikTok Shop, or read what good TikTok Shop management looks like.
FAQ: Amazon and TikTok Shop agencies
Is there an agency that manages both Amazon and TikTok Shop?
Yes. Some agencies, Toucan included, run both channels for brands, with a specialist team for each platform working to one plan. Look for an agency that's both an Amazon Ads Advanced Partner and a TikTok Shop Partner, and that can show results on each platform.
Does TikTok Shop increase Amazon sales?
It often does. TikTok Shop puts products in front of people who weren't searching for them, and some of those people go on to buy on Amazon, where they already have an account and Prime delivery. That usually shows up as more branded searches and organic sales on Amazon, which in turn can improve organic rank.
Should I sell on TikTok Shop if I already sell on Amazon?
If your products can be shown well in short video and your margins can cover TikTok Shop's commission and an affiliate rate, it's usually worth testing. The two channels reach shoppers at different moments, so TikTok Shop tends to add sales rather than move them from Amazon.
Is it better to use one agency or two for Amazon and TikTok Shop?
One agency is usually better if it has genuine specialists on both platforms. You get coordinated launches, shared content and reporting that shows how the channels affect each other. Two specialist agencies can work too, but someone on your side then has to coordinate them and settle which one gets credit for what.
Can the same content be used on Amazon and TikTok Shop?
Partly. Creator and studio video made for TikTok can often be reused as Amazon listing video and Sponsored Brands creative, with edits for format and length. Amazon listing images and A+ content still need to be made for Amazon, because shoppers there are comparing products, not scrolling.
What does an Amazon and TikTok Shop agency cost?
It depends on scope: how many products and marketplaces, how much content, and whether you need full management or support in particular areas on each channel. Ask any agency to quote both channels against the same brief, and to show which parts of the work are shared between the two.
Talk to us about running both
If you sell on Amazon and are considering TikTok Shop, or you run both and want them working together, book a free strategy call. We'll look at both channels and give you an honest view of where the opportunity is.