According to Earnest Analytics data from February 2024, 97% of TikTok users in the United States shopped at Amazon in the previous year.

Amazon Prime has much more US users than TikTok, with 181.4 million versus 107.8 million, according to an EMarketer forecast.

Amazon also has an advantage in US ad revenues, which are expected to be $41.95 billion this year vs $10.42 billion for TikTok.

“But TikTok is growing faster than Amazon in both regards and could take away some of Amazon’s retail share—if it doesn’t get banned before that can happen,” according to EMarketer.


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