TikTok跟亚马逊合作，普通卖家该怎么做

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一．TikTok跟亚马逊合作消息

8月8日，亚马逊宣布与TikTok达成了一项重要的“流量联盟”，旨在让顾客在社交媒体上购物更加方便。TikTok也宣布了该合作关系。在该合作框架下，用户现在可以在 TikTok App内，与亚马逊商品无缝衔接，直接下单购买，在此过程中，而无需跳转到亚马逊的App或网站。

二．合作后的购买流程

如下是TikTok官方通告的原文，任何解读都不如直接看原文说了什么：

From TikTok Shop to shoppable ads, we’re investing in commerce solutions that create a frictionless shopping experience for our users to discover, browse, and buy wherever and however our community chooses to shop. Users can now seamlessly discover and purchase their favorite products from Amazon directly within the TikTok app. This shopping experience is powered by Amazon through ads placed on TikTok and allows users to complete product purchases with Amazon in TikTok’s native environment.

How It Works

Shoppers will see Amazon product recommendations on the “For You” feed. When ready to purchase, users can choose to link their TikTok account to their Amazon account through a secure, quick, and easy one-time set-up. Once accounts are linked, Amazon customers are able to complete a checkout with Amazon in the product ad without leaving the TikTok app, enabling a faster, more frictionless experience. Users who choose to link their accounts in the U.S. will see real-time pricing, Prime eligibility, delivery estimates, and product details on select Amazon product ads in TikTok as part of the experience.

解读重点

This shopping experience is powered by Amazon through ads placed on TikTok.

这种购物体验由亚马逊通过在 TikTok 上投放的广告提供支持。

注意这里的用词，这里说的是亚马逊。为什么强调是亚马逊，因为这不是亚马逊卖家。也就是说这些广告投放者是亚马逊平台而不是卖家。那第三方卖家的产品如何会被亚马逊选中投放到TikTok 呢？这里有一个大大的问号。是亚马逊再做一套系统，用于站内先竞价然后通过排序投放到TikTok ？还是说亚马逊先购买流量，再分配到目前的几个广告系统里？如果是，那是不是品牌视频广告最贴切，因为TikTok 本身就是视频类社交媒体。
Once accounts are linked, Amazon customers are able to complete a checkout with Amazon in the product ad without leaving the TikTok app, enabling a faster, more frictionless experience.

一旦账户关联起来，亚马逊客户就可以在产品广告中与亚马逊完成结账，而无需离开 TikTok，从而提供更快、更顺畅的体验。

记得国内抖音很长一段时间都有挂淘宝的小黄车，点击后跳转到淘宝页面再下单。而亚马逊和TikTok这次没有小黄车，直接在TikTok下单，订单同步到亚马逊系统里。既然没有点击跳转的功能，对于卖家而言就是跟站外推广出单是一个意思，对关键词排名等提升帮助很小。