TikTok has reshaped the trend landscape with infotainment and user-generated video driven by an algorithm that promotes content, creates virality, and quickly reaches millions of users. It's also impossible to tame.While TikTok's future in the US may be uncertain, its influence on consumer behavior and Amazon isn't. Shoppers want to be entertained, they want to be engaged, they want to be surprised, and TikTok delivers all of that. They also want instant gratification and that's where Amazon enters the equation. The intersection of these two platforms has upended the beauty ecosystem. Some experts believe TikTok will evolve into a new distribution channel, while others are taking a wait-and-see approach. After all, TikTok Shops is just a year old, and brand reactions are mixed, but the platform has capture the attention of consumers.While no one knows how TikTok will evolve, its influence and impact are significant. As with any new platform, the early adopters will dive in, get messy, and figure it out, earning a competitive advantage. We recently had a webinar with Market Defense and Spate to dive into learnings on the relationship between TikTok and Amazon, focusing on separating trends from trending topics and converting traffic to sales.The Relationship Between TikTok and AmazonThe nexus between these two powerhouse platforms emerged organically during the pandemic when TikTok-related search terms began appearing on Amazon. By 2022, this relationship was clear, with viral TikTok trends driving significant sales of beauty products on Amazon.