Overview

On January 10 2025 Amazon introduced a new Retail Advertising product that lets sellers showcase brand‑level creatives on high‑traffic Amazon pages such as the homepage and category listings. At the same time TikTok Shop opened its marketplace to an additional country, expanding the short‑form video commerce model, while eBay announced a partnership that links its listings to a major social network. These moves reshape where traffic originates, how advertising dollars are allocated, and which international markets are reachable for Amazon sellers.

Key Points

• Amazon Retail Ad Service — Provides headline‑style placements on Amazon’s front‑page and category sections, similar to a TV spot for marketplace brands.
• TikTok Shop new market — Adds a fully localized storefront for creators and merchants in a previously untapped country, enabling video‑driven sales.
• eBay‑social integration — Allows eBay listings to appear as product cards inside a popular social feed, creating a direct social‑to‑e‑commerce bridge.
• Budget considerations — Each platform requires its own ad spend, but the high‑intent traffic they generate can reduce overall cost‑per‑acquisition when campaigns are optimized.
• Compliance updates — New image quality rules on Amazon and mandatory “#ad” disclosure tags on TikTok Shop videos raise the bar for creative compliance.
• Cross‑border opportunity — TikTok’s expansion offers sellers a low‑friction way to test demand in a new country without the overhead of an Amazon storefront.

How Amazon Retail Ad Service Works

1. Ad creation & placement choice — Sellers access the Amazon Advertising console, pick “Retail Ad” as the campaign type, and decide between a homepage banner, a category carousel, or a search‑result overlay; for example, a pet‑food brand may select a 24‑hour homepage banner that reaches every US shopper.
2. Bid and budget setup — The platform runs on a cost‑per‑click model; advertisers set a maximum CPC and a daily spend limit, such as a boutique cosmetics vendor bidding $0.85 per click with a $120 daily cap to gauge early performance.