Overtaking on the curve! Another Amazon seller has become popular on TikTok

Whether it is out of consideration for the long-term development of the brand or to find a second growth curve for the company's future revenue, many Amazon sellers now have a deep understanding of multi-channel layout.

Among the many Amazon sellers that have multi-channel layouts, smart home brand Wyze can be regarded as one of the best.

Brands created by former Amazon employees

Public information shows that Wyze was founded in 2017 by four former Amazon engineers, of whom CEO Zhang Yun and Chief Product Officer Song Dongsheng are both Chinese.

For them, opening a store on Amazon is a natural advantage. After conducting extensive market research, Wyze's founding team decided to focus on the smart home track.

At present, Wyze has launched products including smart cameras, smart scales and smart light bulbs. Compared with similar competing products, Wyze is characterized by its high cost performance, and the price of some products is even only a fraction of that of competing products.

On Amazon, many of Wyze's products have performed well. Take one of its smart cameras as an example. The product information shows that the camera is priced at $25.98, with sales of more than 10,000 in the past month, 3,586 reviews, and an overall score of 4.3.

In addition to this camera, Wyze has many other products that also perform well on the Amazon platform. Unfortunately, Wyze's products do not seem to be on the BS list of related categories yet.

After all, in the smart home field, Wyze's competitors are mostly technology companies with certain backgrounds, so it is indeed difficult for Wyze to overtake them.

Obviously, the founders of Wyze are also aware of this problem. In order to break the monopoly of traditional channels by big brands, Wyze decided to find another way.

Using TikTok to increase brand influence

In the early days of its business, Wyze, as a new brand, was not recognized by the majority of consumers. In order to increase brand awareness, Wyze decided to put some effort into marketing.

In 2021, Wyze registered its own official TikTok account, hoping to use the platform's influence to help promote its brand.

At the beginning, Wyze first released a series of creative videos on TikTok, through which consumers can intuitively feel the advantages of its products.

For example, in one of its popular videos, Wyze demonstrated the powerful functions of its smart camera: not only does it have clear image quality and can be remotely controlled, but it also has night vision function.

More importantly, these videos of Wyze are not monotonous and boring explanation videos, but are equipped with interesting scripts and specific usage scenarios. These interesting contents quickly attracted a large number of users' attention, and the brand name of Wyze was remembered by a large number of consumers for the first time.

In addition to releasing creative videos, Wyze also actively collaborates with well-known influencers on TikTok and uses their influence to further expand brand awareness.

By cooperating with a large number of influencers, Wyze's brand can directly reach the fans of these influencers, greatly increasing the efficiency of brand communication. In addition, cooperation with some well-known Internet celebrities can also serve as an endorsement of brand quality, thereby convincing more consumers to buy Wyze products.

At present, Wyze's official account has accumulated more than 140,000 followers, and its videos have received more than one million likes. At the bottom of the homepage, Wyze also posted a link to its own independent website. It is worth noting that next to the link to the independent website, Wyze also posted a download link for its own app.

Clicking on the link, you can see that Wyze's APP has been downloaded more than 5 million times, a number that is enough to highlight its user scale. And through this APP, Wyze can further pull users into its own private traffic pool, laying the foundation for future marketing.

After accumulating a large number of fans, Wyze's sales will naturally not be bad. According to data, Wyze performed well in this year's TikTok Shop Black Friday promotion and even made it to the Featured Brands position on the homepage of TikTok Shop.

In terms of sales, according to a third-party statistical data platform, Wyze's sales in the past month reached 3.3 million US dollars, with sales exceeding 550,000 units, ranking first in the smart home section of TikTok in the United States.

The traffic from TikTok will in turn drive traffic to Wyze’s Amazon store and independent website, achieving a virtuous cycle of traffic.

At present, many emerging sellers have begun to imitate Wyze's model, trying to overtake with the help of TikTok in the field where big sellers are concentrated.

Amazon sellers who are popular on TikTok

In the second half of this year, a fitness equipment called "Shake Machine" became popular on TikTok. This product is a new weight loss tool created by Hangzhou Myrick Technology.

At the beginning, Mairick Technology only invested in traditional e-commerce platforms such as Amazon. It was not until the end of 2023 that Mairick officially entered the TikTok Shop in the United States.

Unexpectedly, within a short period of time, Myrick entered the top 10 sales of all categories in TikTok Shop in the United States, with cumulative sales exceeding US$7 million.

Less than a year after entering TikTok Shop, TikTok Shop has become one of Mairick's highest-selling channels overseas. The explosive growth brought by content marketing has made Mairick taste the sweetness.

In addition to technology products, some seemingly insignificant gadgets can also take off with the help of TikTok. Some time ago, a towel became popular on TikTok.

After searching, it was found that an 8-second car-wiping video has made the car-wiping towel and the brand behind it, Blackline Car Care, popular, which is really incredible.

It’s just such a simple video, but it has received over 400,000 likes and more than 2,000 comments on TikTok. The top comment reads: Please restock as soon as possible!

Data shows that the unit price of this absorbent towel in Blackline Car Care's TikTok store is $19.9, and there are also two-piece and three-piece combination purchase sets. In October this year, these three specifications of towels sold more than 20,000 pieces, and the total sales are estimated to reach one million US dollars.

From the cases of these sellers, we can see that even in a fiercely competitive red ocean, if you can find the right method, you still have the opportunity to overtake others.

Amazon

TikTok

Seller