Can TikTok Out-Prime Amazon with Member Program? - EcommerceBytes

AuctionBytes Blog Covering auctions, collectibles and marketplace selling. The AuctionBytes Blog has been giving a voice to online merchants since its launch in 2005. Named one of the world's top 30 blogs in 2008 by "Blogging Heroes." Weigh in with your thoughts on the joys and pitfalls of selling online. Wed Sept 9 2026 22:58:19 Can TikTok Out-Prime Amazon with Member Program? By: Ina Steiner Sponsored Link TikTok Shop is testing a program similar to Amazon's Prime membership program, and one industry executive says it's not doing it for growth, but to retain existing customers. "A membership layer is the exact playbook Amazon used to turn casual buyers into habitual ones," Eric Smith, Senior Director of Alliances at Pattern (a TikTok Shop partner), wrote in a post on LinkedIn . "That's a retention move, not a growth stunt." TikTok consultant Vitalii Khyzhniak reported on the new program in a post on LinkedIn in July : "TikTok drives impulse discovery - you didn't know you wanted it until a creator showed you. Amazon drives intentional search - you already know what you want and you're comparing options. TikTok Shop Plus doesn't replace Prime. It locks in the discovery buyer so they complete the purchase on TikTok instead of switching to Amazon to check the price." TikTok is testing pricing between $6 and $15 a month for a paid membership, called TikTok Shop Plus, which offers members free shipping, discounts, and coupons. Videos posted to social media show different membership rates and discounts being offered. One shopper shared a video on TikTok that showed she encountered an offer for an item that costs $54.99, with a TikTok Shop Plus coupon of $10 and a message describing the benefits of membership: - Free shipping: On a wide selection of items - Membership discount: Member-exclusive discounts - Extra coupons: New coupons each month. The shopper said they were going to have to pay for shipping because they had to get to a $60 threshold to be eligible for free shipping. "But if I sign up, I get one month free and then it's $10 a month after that. And then they give you coupons," she said, calling it genius. "They may not be able to guarantee you get your product in like 48 hours like that other place, but coupons? Touche, TikTok." Brandon Fishman, an ecommerce consultant, wrote about TikTok Shop in a LinkedIn post in August , stating that shoppers find things on TikTok and buy them, but they don't know where to find the seller again - "It's not a platform built for coming back." He said, "When I want to reorder something I bought on TikTok Shop, I go to Amazon and search for it." If and when it officially launches, the TikTok Shop Plus membership program could help in getting buyers to make the purchase right there on TikTok when they discover it, and it could motivate them to return to buy again instead of searching elsewhere. TikTok's Prime-like program could also be one reason why Amazon partnered with YouTube which, like TikTok, can be a place for product discovery. Comments (0) | Leave Comment | Permalink Readers Comments: AB Verify login is required to post comments on the Blogs and EKG. To sign in to leave a comment, fill in the form below. If you have not yet signed up for AB Verify, or if you'd like more information, go to the Registration Page . Posting comments in the News Section requires SEPARATE REGISTRATION. Login for AB Verify Be sure and use your email address and password to log in. Email: Password: Forgot Your Password? Even though you are signed in with the AuctionBytes Blog, you will have to sign in to the EcommerceBytes blog. But you can sign in with your existing AB Verify info.