Amazon presented a last-minute offer to acquire Tiktok in the United States, while the countdown for the announcement imposed by the American administration approaches the deadline. The move of the e-commerce giant could revolutionize the panorama of social networks and e-commerce, challenging investors and competitors. Here are all the details on the rush to the acquisition of the most discussed platform of the moment
A new twist in the last phase of the match for Tiktok control in the United States: Amazon presented an offer for the acquisition of the popular video platform Chinesea few days after the possible announcement imposed by the American administration. The news, reported by New York Timescites three sources aware of the dossier, who would now be the attention of the US vice president JD Vance and the Secretary of Commerce Howard Lutnick. The US administration has also confirmed the existence of this new offer, which could radically change the fate of the platform.
According to the Financial Timesthe American branch of Tiktok would seem destined to end up in the hands of a consortium of US investors. The details that emerged outline a subdivision of the capital in which 50% would be detained by investment funds such as Andreessen Horowitz, Blackstone and Silver Lake, 30% from the current great investors of the platform, including General Atlantic, Susquehanna and Kkr, and the remaining 20% would remain in the Chinese Bytedance.
All the pretenders and twists of the last hour
The acquisition of Tiktok turned into a race against time. By April 5, Bytedance is forced to sell the American branch of the platform to avoid the total announcement Determined by the Trump Administration, a measure motivated by concerns related to national security and Chinese control on the app.
In addition to Amazon, other unexpected offers have emerged in the last few hours. Tim Stokel, founder of Onlyfanshas advanced a proposal through his new startup Zoop, a platform that aims to reward the creators of content with cryptocurrencies. Parallel, the US Mobile Marketing company Apply He presented his own offer, thanks to his skills in advertising optimization based on artificial intelligence.
Also the magnate Frank McCourt, known for his involvement in the project Project libertyput a 20 billion dollar offer on the table, in collaboration with other investors including Kevin O’Leary of Shark Tank. Second Axiosthe group called its initiative People’s bid for tiktok. The CNN also reports that even the YouTuber and entrepreneur Mrbeastaka Jimmy Donaldson, would have expressed interest, presenting a proposal with Jesse Tinsley, founder of Employer.com. Finally, CNBC reports that in January also the artificial intelligence engine Perplexity He tried a melting operation with Tiktok.
Because Amazon wants Tiktok
Amazon’s entry into the race for the acquisition of Tiktok is not accidental. The platform has over 170 million users registered only in the United States, an incredibly attractive audience for a e-commerce giant that aims at monetization through the profiling of users and targeted advertising. Tiktok’s integration into Amazon’s business could transform his influencer And Content Creator in direct promoters of the products sold on the platform.
It is not the first time that Amazon tries to enter the world of short videos: in 2022 he had launched Inspirea service similar to Tiktok integrated into its app, which however did not achieve the hoped for success and was recently closed. The acquisition of Tiktok would allow Amazon to capitalize on an already established model, avoiding having to build a community from scratch.
Tiktok Amazon challenges in the e-commerce sector
Amazon’s interest could also be moved by the recent expansion of Tiktok Shop in Europe. From 31 March, the e-commerce service of the platform was launched in Italy, France and Germany, after the success achieved in the United Kingdom, Spain and Ireland. With over 22.8 million users in Italy, Tiktok Shop allows users to buy products directly from videos or direct, making the purchase experience more immersive and interactive.
British experience suggests enormous potential: Tiktok Shop recorded exponential growth in 2024, with an increase of 121% in the number of active sellers and an increase of 180% in revenues. Brand like Nivea are already taking advantage of the platform to involve the younger audience, while craftsmen and small businesses see a unique opportunity in Tiktok Shop to expand their business.
While the offers multiply and the negotiations intensify, Tiktok’s fate in the United States remains uncertain. Trump, who recently extended the deadline for the sale of the platform, is closely following the evolution of the dossier and should soon meet the leaders of the White House to make a definitive decision.
Meanwhile, Amazon remains waiting. Neither the e-commerce giant nor Tiktok have released official statements on the acquisition proposal. However, the presence of Jeff Bezos at the Trump inauguration ceremony and his recent proximity to Elon Musk – a key figure in the current administration – suggest that the Seattle company could have the right cards to impose itself in this delicate game.
