This is the latest installment of the Brands Briefing, a weekly Modern Retail+ column about the growth strategies of modern brands. More from the series →Dave Dama, the co-founder and CEO of electric toothbrush brand AquaSonic, woke up one day in February to a surprise. The company’s Electric Pink Vibe Series had sold thousands of units on Amazon, depleting all inventory. It was a huge step up from weeks prior, when people were buying a couple dozen units a day.Dama went onto TikTok and found that a video highlighting the colorway had gone viral. The post, from creator @stacymariekay, had racked up thousands of likes, with comments such as, “You had me at pink.” The video linked to AquaSonic’s TikTok Shop store, which the brand set up in 2025.
“There’s definitely a lot of crossover happening from TikTok onto Amazon,” Dama told Modern Retail. “You know there’s a halo effect, just from what you’re seeing.”
He’s not the only one observing this. While TikTok Shop is still fairly young — it launched in the U.S. in 2023 — it’s also proving crucial to brands’ sales across other channels, particularly Amazon, retail executives told Modern Retail. That’s because shoppers may discover a product on TikTok Shop but complete the purchase on Amazon, where they can get expedited shipping, read reviews, nab a discount or take advantage of their existing Prime membership.
