Amazon Prime Day & TikTok Shop: Your 2025 Cross-Border Strategy

Recently, Amazon announced that Prime Day will be held from July 8th to 11th, extending to four days for the first time. TikTok Shop's mid-year sale in the United States is scheduled for July 7th to 19th. The two major platforms' annual major promotional activities are coincidentally locked in July. How to seize opportunities on both sides during the promotion has become a difficult problem facing sellers.

I . TikTok vs. Amazon: Differences in promotion strategies

1. Time Difference

• TikTok Shop mid-year sale: EU countries, UK event time: June 23-July 1, US event time: July 7-July 19

• Amazon Prime Day: July 8-11, traffic is concentrated on Prime Day, and competition is more intense.

2. Operational differences

• TikTok shop: Relying on content marketing and live broadcast conversion

• Amazon Prime Day: Relying on search traffic and member repurchase

3. Promotional methods

• TikTok shop: Launch brand-specific challenges and set up UGC reward mechanisms

• Amazon Prime Day: Prime-exclusive best deals and Prime-exclusive flash sales

II. Seller Strategy

1. Differences in strategies

Tiktok is more inclined towards live broadcast conversion, and pays more attention to the construction of live broadcast, and pays attention to the smoothness of users watching live broadcast and purchasing; Amazon tends to be more inclined towards member repurchase, and pays attention to product selection and member benefits.

2. Improve data monitoring efficiency

The promotion data is scattered across two backends, making it difficult to detect problems in a timely manner. The activities on both sides are superimposed, and the order volume grows rapidly. Once there is a backlog of orders and oversold inventory, it will not only affect the buyer experience, but may also lead to platform penalties.

3. Matrix account power

Before and after the big promotion, the matrix account should make full use of the advantages of multiple accounts to intercept more traffic for the big promotion. However, we should also pay attention to account security. In previous years, the platform risk control will be tightened before and after the big promotion. We should pay more attention to the isolation operation of multiple accounts to prevent the probability of mislogin due to cross-operation of multiple members. It is recommended to strictly prevent the environment from being associated with multiple accounts, and use fingerprint browser + IPFoxy to isolate the account environment.

The use of IPFoxy can not only realize the traffic control of matrix accounts on two platforms, but also better reduce the risk of switching accounts/platforms between promotions, and realize targeted and accurate advertising for users on different platforms.

III. Practical strategies for different platforms

Consumers are faced with a large amount of discount information on both platforms at the same time, and their attention is easily distracted. How can sellers better achieve traffic and conversion? The key is to pay attention to the essential differences in the operations of the two platforms, and pay attention to the following distinctions in marketing methods:

1. Content and marketing strategy

• Prime Day:

  Extremely optimized listing, marked with PD mark

  Report all available deals (LD/BD/Coupon/Prime exclusive discounts)

• Tiktok Shop:

  Use short videos + live broadcasts to stimulate consumers' impulse to consume

  Use TikTok Ads to heat up premium content and live broadcasts

  Cooperate with experts in advance (focus on tone and interaction, not just number of fans), and encourage UGC.

2. Promotion and pricing strategy

• Prime Day:

Deep discounts: This is the soul of Prime Day. Offer more competitive discounts than usual (such as 30%+ OFF).

Coupon: Set eye-catching coupons to increase click-through conversion rate.

Prime exclusive discounts: Make sure all eligible products are set up, which is an important traffic entrance.

• Tiktok Shop:

Live broadcast exclusive prices/coupons: The live broadcast room is where the biggest discounts are released, providing "live broadcast room exclusive prices" or large coupons that are lower than the daily/short video trailer prices.

Gift strategy: Buy-one-get-one-free promotions are very effective (“buy A, get B free”, “buy an exclusive sample and get one free”).

Interactive benefits: follow to get gifts, like to win prizes, comment screenshots to get gifts, etc., to increase interaction and stay in the live broadcast room.

IV. Conclusion

In the 2025 cross-border promotion season, Amazon Prime Day and TikTok Shop will compete for platform traffic. If sellers want to seize traffic on both platforms, they must correctly understand and reasonably use proxy, abide by relevant rules and laws, and do a good job of maintenance and management. Only in this way can they give full play to their advantages, stand out in the fierce competition of cross-border e-commerce, and achieve sustainable business development.