Brands Briefing: To grow sales on Amazon, brands are turning to TikTok Shop

Dave Dama, the co-founder and CEO of electric toothbrush brand AquaSonic, woke up one day in February to a surprise. The company’s Electric Pink Vibe Series had sold thousands of units on Amazon, depleting all inventory. It was a huge step up from weeks prior, when people were buying a couple dozen units a day.

Dama went onto TikTok and found that a video highlighting the colorway had gone viral. The post, from creator @stacymariekay, had racked up thousands of likes, with comments such as, “You had me at pink.” The video linked to AquaSonic’s TikTok Shop store, which the brand set up in 2025.

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