Amazon's launch of a TikTok-style feed is an innovative way to tap into a major trend, e-commerce expert Rob Jewell said. But here’s what he thinks is the most difficult part of the new product.
Amazon.com Inc.’s launch of a TikTok-style feed of customized videos and photos is an innovative way to tap into a major trend, but is not without challenges, according to e-commerce experts.
“It’s a smart move from Amazon given that TikTok has solidified the role of inspiring video content in the consumer journey,” said Rob Jewell, chief growth officer at tech-enabled growth marketing firm Power Digital, via email. Citing data from Power Digital’s technology, Jewell says that, in industries like fashion and beauty, TikTok drives as much as six times higher sales conversion rates with this type of content, compared with other paid social channels.
Kristin Naragon, vice president of global marketing and strategy at Akeneo, which specializes in product information and product experience management, says that it makes sense for Amazon to innovate in this way.
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