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The Rise of TikTok: Unpacking the Top 100 Amazon Products of 2024

In the dynamic realm of e-commerce, TikTok has emerged as a game-changer, significantly influencing what consumers buy. According to a recent study by ecommerce marketing firm Omnisend, the intersection of TikTok and Amazon has led to some surprising trends, revealing the top 100 best-selling products on Amazon that captured the hearts (and wallets) of TikTok users in 2024.

The research is particularly comprehensive, surveying Amazon's 600 leading products across 24 distinct categories, from beauty to kitchen essentials. This analysis was undertaken with a keen eye on TikTok, measuring how much visibility each product garnered through video counts, viewer statistics, and the popularity of the channels promoting them.

Top Trending Items: Everyday Essentials Steal the Spotlight

The results highlight a clear trend: everyday essentials dominate sales on Amazon, with CeraVe Daily Moisturizing Lotion, Starbucks K-Cup Coffee Pods, and Charmin Ultra Strong Toilet Paper leading the charge. These products weren't just popular among consumers—they were also actively promoted by influencers, such as dermatologist Dr. Shah and lifestyle content creator Josiah Varghese. Such endorsements on TikTok have propelled these items into the limelight, capturing vast audiences and significant sales.


Interestingly, while everyday items shine, categories like Electronics and Musical Instruments fell behind in terms of TikTok-driven sales, suggesting a mismatch between influencer activity and consumer interests in those areas.

Unexpected Stars of TikTok

The study also highlights some unexpected products that have found a niche audience on TikTok. For example, the Joking Hazard card game, thanks to popular Twitch streamer AXS1, tapped into a blend of quirky storytelling and engaging soundbites. Another surprising favorite includes COSRX Snail Mucin, propelled to fame by beauty influencer Mikayla Nogueira, who brought attention to its benefits with heartfelt reviews. Similarly, the Woobles Beginners Crochet Kit gained traction among DIY enthusiasts, demonstrated through fun and catchy TikTok posts.

The Power of Hashtags

The most potent hashtag of the year, #TikTokMadeMeBuyIt, underscored TikTok's ability to drive extraordinary sales figures. Nearly 61% of TikTok videos analyzed utilized this hashtag, collectively racking up over 40 billion views. Competing hashtags such as #Unboxing and #ProductReview also gained traction but had variable success in terms of viewer engagement, with unboxing content achieving the greater viewership.

Generational Insights into Consumer Behavior

Additionally, Omnisend's research delved into the generational differences impacting purchasing trends. Gen Z is notably influenced by beauty and self-care products, while Millennials lean towards home and automotive items. Baby Boomers, conversely, tend to favor hobbies and pastimes. Notably, a significant portion of both Gen Z and Millennials reported making purchases based on influencer recommendations, showcasing the growing power of social media ads in consumer decision-making.

Conclusion: TikTok's Lasting Influence on E-commerce

Greg Zakowicz, Senior Ecommerce Expert at Omnisend, emphasizes that TikTok's powerful algorithm creates opportunities for brands to strategically market their products through influencer partnerships. However, not all categories yield high impact; products perceived as premium or those requiring extensive explanation are often overlooked by TikTok influencers.

To excel in this new landscape, an omnichannel approach is recommended—merging social media strategies with traditional marketing methods like email and SMS can yield optimal results for brands hoping to leverage TikTok’s persuasive sway.

In summary, as TikTok continues to shape e-commerce, understanding these trends can help brands position themselves effectively in this rapidly changing market.