TikTok Goes After Amazon Prime Day With Exclusive Brand Deals

TikTok is challenging Amazon Prime Day next month with “Deals For You Days,” the social-media company’s own U.S. sales event that will feature savings on thousands of products from brands and retailers like L'Oréal Paris, Our Place, Too Faced and Zwilling USA.

Beginning July 9, the sales event will feature deals exclusively on TikTok Shop, with merchants and creators participating in content challenges for short video and TikTok Live shopping events “where they can interact directly with their followers and share their favorite products and best-sellers,” the company said in a recent statement.

The Live shopping events are indicative of TikTok's Chinese doppelganger app Douyin, on which live-streams mark its biggest revenue driver, and will offer exclusive discounts on trending brands like Benefit Cosmetics and COOLA, as well as viral creators like Simply Mandys and Canvas Beauty founder Stormi Steele.

In addition, famed makeup artist and YouTuber Tati Westbrook will be going live on TikTok to showcase her favorite beauty and lifestyle products.

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When TikTok launched Shop, it quickly became a clear rival to online retailers Temu, Shein, and Amazon, which recently revealed that its annual Prime Day sales will take place on July 16 and 17.

Earlier this year, TikTok reported its goal of growing its short-form video shopping platform tenfold in the U.S. to $17.5 billion by instituting live-shopping Douyin’s model across the app, which helped ByteDance's revenue outpace the projected growth of major social-media companies like Meta and Tencent in 2023, surging roughly 30% to over $110 billion.

To help drive continuous activity on the app in the U.S., TikTok offers influencers free shipping and subsidies for selling goods in videos and livestreams, while also publicizing competitive deals on Black Friday and Cyber Monday, which resulted in over 5 million new U.S. customers buying products on the app, the company said.

Despite the potential U.S. ban, TikTok is forging ahead with this new round of exclusive deals as it attempts to be a primary contributor to a predicted rise in social commerce sales, which, according to eMarketer forecasts, are expected to more than double to $144.5 billion by 2027 from $67 billion last year.

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