Recent research conducted by e-commerce marketing firm Omnisend has analyzed Amazon’s top 600 selling products of 2024, spanning 24 categories from Beauty to Electronics. This study cross-referenced these products with TikTok videos to identify the 100 items that gained the most love from TikTok users.
The researchers evaluated the TikTok traction of each product by measuring the number of videos, total views, and the follower counts of the channels that featured them.
Everyday essentials emerged as the most popular products, with CeraVe Daily Moisturizing Lotion, Starbucks K-Cup Coffee Pods, and Charmin Ultra Strong Toilet Paper taking the top three spots. These products have garnered attention through promotion by well-known influencers like dermatologist Dr. Shah (@dermdoctor) and lifestyle creator Josiah Varghese (@itsjoboi).
The study also revealed that the most promoted categories on TikTok include Beauty & Personal Care, Grocery & Gourmet Food, and Automotive. While these categories enjoy significant visibility and sales on Amazon, others, such as Electronics and Musical Instruments, receive comparatively less awareness and impact.
he unexpected standouts – Joking Hazard Box, Snail Mucin, The Woobles Beginners Crochet Kit
The most unexpected items have found their moment in the TikTok spotlight.
Joking Hazard Box – for the popular card game – (9th on the list) has gained popularity with Twitch streamer @AXS1 sharing quirky stories and using viral sounds to bring it to life.
In the skincare world, COSRX Snail Mucin (11th) has become a surprising favorite, praised by beauty influencer Mikayla Nogueira (@mikaylanogueira), who shares honest reviews and transformative results.
And for DIY enthusiasts, The Woobles Beginners Crochet Kit (36th) has captured attention as a fun and accessible way to learn crochet, with influencer Shawna Lander (@shawnathemom) showcasing it through trending sounds and the popular #TikTokMadeMeBuyIt hashtag.
#TikTokMadeMeBuyIt — most selling hashtag of the year
The most viral TikTok videos about products are 10-15 seconds long and focus on reviews and recommendations, highlighting TikTok’s knack for quick, impactful content.
The most popular hashtag that influencers used to promote best-selling Amazon products this year was #TikTokMadeMeBuyIt. Nearly 61% of the TikTok videos analyzed included this hashtag. Videos with it generated over 40 billion views for the 600 products featured in this research.
Other popular hashtags were #Unboxing and #ProductReview, appearing in about 36% of the TikTok videos analyzed. However, videos with #Unboxing generated many more views (15 billion) compared to #ProductReview which generated 4 billion views.
Different generations view TikTok ads differently
In parallel to the study, Omnisend researchers conducted a survey to find generational differences in purchasing decisions.
Gen Z is drawn to beauty, personal care, and fitness items, reflecting a focus on self-care and aesthetics. Millennials prioritize quality-of-life purchases, favoring home improvement, kitchen, and automotive products. Baby Boomers, on the other hand, show a preference for hobby-related items like musical instruments and games.
Interestingly, Gen Z and Millennials are the most influenced by social media ads, with nearly 40% considering a purchase based on influencer content. For Baby Boomers, however, the connection is weaker at 26%. This could be linked to their preferred product categories, which often fall outside the types of items heavily promoted by influencers.
Hobbyist and practical products, like musical instruments and outdoor gear, tend to have less representation in influencer-driven content, limiting their impact on this demographic’s purchasing decisions.
Greg Zakowicz, Senior Ecommerce Expert at Omnisend says:
“TikTok’s unique algorithm and highly engaging content format allow products to go viral almost overnight, driving significant sales on platforms like Amazon. This creates an opportunity for many brands to tap into TikTok trends and partner with influencers to reach their target audiences.
“However, not all product categories can perform well on TikTok. The study showed that TikTok influencers rarely would choose to promote something they think is too expensive for people to buy or is difficult to explain to their followers. That could be the main reason why skin care products and everyday items are so popular on TikTok, while Electronics or Musical Instruments are not.
“Another reason certain categories perform better than others is that TikTok has quite a young audience, and misses the usually older demographic that has an interest in hobbyist products.
“Regardless of whether TikTok marketing works for your brand, I recommend an omnichannel approach and trying to reach your target audience on different platforms. In combination with traditional marketing methods such as email and SMS marketing, social media marketing can bring even better results.”
Methodology
This study examines which of Amazon’s top-selling products across 24 categories were also viral TikTok videos. For each category, the 25 best-selling products of 2024 were analyzed (excluding Amazon-specific brands). Data collected includes product prices, reviews, price fluctuations, and six-month average sales.
On TikTok, we identified hashtags for each product or brand, tracking metrics like the number of videos, views of top “For You” page videos, and follower counts of key creators. These were compiled into an “Influencer Index” to rank TikTok’s impact by category.
Additionally, an October 2024 survey of 2,007 U.S. social media users provided demographic insights to align Amazon sales data with TikTok engagement, offering a comprehensive look at consumer preferences.
