Amazon has been facing its share of problems since the fear of Covid-19 began. But the most intense situation has been the company focusing on its measures to keep workers safe. The coronavirus had infected workers at more than 50 Amazon warehouses in just the U.S.
By March 17, Amazon had suspended shipments to its warehouses of items that were not in demand, to keep up with orders for beauty products, soap, sanitizers and face masks, along with a wide range of household staples, including food.
Searches for antibacterial soap and sanitizer turned up page after page of irrelevant products and overpriced items with shipping times weeks or months in the future. (By the end of March, the company said it had removed more than 3000 seller accounts and half a million products in the U.S. for overpricing alone.)
As Amazon is struggling to solve its Covid-19 shipping delays, TikTok has emerged as a trusted and unlikely source of rapid beauty sales for the platform.
TikTok calls itself “destination for short-form mobile videos.” In some ways, it’s a version of YouTube, with videos ranging from five to 60 seconds in length. Creators have access to an assortment of filters and effects, as well as a gigantic music library.
The growth in beauty products is drawing the attention of Amazon, Walmart, and other online retailers hoping to carve out some of that share for themselves against giants Sephora and Ulta, which each have a tremendous start.
According to a 2019 survey by CPC Strategy, 72% of female Gen-Z consumers use Amazon for new product discovery. Piper Jaffray’s 2019 study of American teenagers found that Amazon had risen to become the fifth most popular sales channel for beauty, up to the 17th the year prior.
Memebox founder and CEO Dino Ha said the company’s Amazon presence has continued to grow during the pandemic despite shipment delays. The fantastic thing to note here is that the K-beauty company, I Dew Care, and I’m Meme brand link their official Amazon sores from their TikTok account.
Ha said the brands were both launched on TikTok and Amazon around the same time, entering Amazon in January 2020. I Dew Care’s first TikTok video was posted in December, and the account has grown to 360,000 followers without the use of paid ads. I’m Meme started posting on TikTok in April 2020.
Ha said that the only reason the mentioned brands chose to link to Amazon because they thought that was the easy option. The company might experiment with other links in the future as well. “We’re still trying to understand what the TikTok audience in the community is all about and what they prefer,” he said.
For U.S. beauty brands, the possibility is still there, but one never can be sure. While TikTok videos these days do not link directly to e-commerce, yet the Chinese version of TikTok, Douyin, offers a link to Alibaba’s Tmall and some other channels through commerce buttons embedded in the videos.
Knowing that Amazon reached almost $16 billion in total health, personal care and beauty product sales, a 37.9% increase over 2017, the Personal Care and Beauty category is now the third fastest-growing category after food and beverage and apparel and accessories.
Beauty and Personal Care sales doubled year-over-year in April, with skin-care and bath products being the first categories. Outside of these categories, the company said that the blue and pink hair dye favorites for TikTok girls have been selling well.
Overall, The clock is ticking for your brand to experiment with TikTok, so consider striking while the iron is hot. Your Amazon sales will thank you.