Overview

On June 6, 2024 Helium 10 disclosed three pivotal shifts that directly affect Amazon sellers: TikTok Shop will cease operations in several European markets, Walmart is now binding every new review to a verified order, and Amazon has launched a cash‑prize competition tied to specific performance metrics. Sellers must act quickly to adjust channel tactics, protect brand reputation, and capture the new monetary incentive.

Key Points

• TikTok Shop exit — The marketplace feature is being withdrawn from Germany, France, and the United Kingdom, ending native TikTok storefronts for sellers in those regions.
• Walmart review linkage — All fresh product reviews on Walmart.com will be automatically attached to a confirmed order ID, giving sellers real‑time proof of purchase.
• Amazon cash award — A limited‑time contest lets sellers earn a $5,000 bonus by hitting a $50,000 sales target and maintaining a 4.8‑star average rating within a 30‑day window.
• Channel rebalancing — The combined changes push promotional emphasis back toward Amazon and Walmart while reducing reliance on short‑form video commerce.
• Implementation window — Each update becomes effective within the next 30 days, leaving a short period for sellers to revise listings, ad spend, and inventory plans.

How TikTok Shop Cancellation Works

1. Market shutdown notice — TikTok sent formal emails to merchants in the affected countries, stating that the Shop feature will be disabled on July 1. For example, a Berlin‑based apparel seller received a notice that all TikTok product pages would be removed automatically.
2. Listing removal and traffic redirection — Existing TikTok Shop listings are taken offline; any clicks generated from TikTok videos are rerouted to the seller’s Amazon or Shopify storefront. A Paris fashion retailer observed a 0 % conversion rate from TikTok after the deactivation and consequently shifted traffic to Instagram Shopping.
3. Order fulfillment or refund window — Sellers with pending TikTok orders must either ship or cancel those orders within a 14‑day grace period, after which TikTok issues automatic refunds. A London home‑goods vendor reported a $2,300 credit for orders that could not be fulfilled before the cutoff date.