AMZ Advisers, an agency that runs Amazon SEO, advertising, and catalog work for consumer brands, acquired TikTok Shop marketing firm Reach Social Commerce for undisclosed terms. Rather than a clean buyout, AMZ Advisers bought out one of Reach's two owners and partnered with the other, Jackie He, who stays on running the business. Reach handles GMV advertising and affiliate marketing on TikTok, and claims to have driven north of $30M in GMV across some 50 TikTok Shop launches. CEO Mike Begg framed the deal around client demand, saying Amazon brands kept asking whether his team could repeat the trick on TikTok, and buying an agency that already knew the platform was quicker than building the capability. The combined operation manages more than $100M in client revenue a year across the two channels, by the companies' own count.
