Amazon had a relationship with TikTok well before TikTok's future was on the line, but their latest partnership has taken on new significance.
Illustration by Fernando Capeto for Forbes; Images by MirageC/Getty Images; Kenneth Cheung/Getty Images Amazon’s turning to TikTok to tap into social, and TikTok’s turning to Amazon to strengthen its burgeoning e-commerce business. Insiders say that these “frenemies” locking arms could help thwart a ban.approaches for TikTok to be sold to an American firm or face a nationwide ban, the Chinese-owned social media giant is quietly deepening its ties to a major company that is central to Americans’ daily life, and one of its biggest rivals: Amazon.
Amazon’s attempt at social commerce was Amazon Inspire, a TikTok-style personalized in-app feed with shoppable photos and videos that launched in late 2022, while TikTok’s answer was TikTok Shop, which went live a year later.
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