๐จ ๐ง๐ถ๐ธ๐ง๐ผ๐ธ ๐ฆ๐ต๐ผ๐ฝ ๐ถ๐ ๐ฐ๐ต๐ฒ๐ฎ๐ฝ๐ฒ๐ฟ ๐๐ต๐ฎ๐ป ๐๐บ๐ฎ๐๐ผ๐ป. ๐ข๐ป ๐ฃ๐ฟ๐ถ๏ฟฝ
By Joeswanston ยท October 9, 2026 ยท Curated by George's Blog
๐จ ๐ง๐ถ๐ธ๐ง๐ผ๐ธ ๐ฆ๐ต๐ผ๐ฝ ๐ถ๐ ๐ฐ๐ต๐ฒ๐ฎ๐ฝ๐ฒ๐ฟ ๐๐ต๐ฎ๐ป ๐๐บ๐ฎ๐๐ผ๐ป.
๐ข๐ป ๐ฃ๐ฟ๐ถ๐บ๐ฒ ๐๐ฎ๐.
I've been in commerce long enough for this to feel strangely familiar. The last time we saw a major shift in consumer behaviour, Amazon was the disruptor. Consumers changed where they started their shopping journey.
Brands followed.
Market share moved.
Now, on Amazon's biggest shopping event of the year, I'm seeing brands actively pricing lower on TikTok Shop.
๐
That's the bit I can't stop thinking about. A few years ago, brands worried Amazon would undercut every other channel.
Today, some brands are choosing to undercut Amazon themselves.
๐๐ฏ ๐๐ณ๐ช๐ฎ๐ฆ ๐๐ข๐บ.
Maybe it's nothing. Maybe it's just promotional mechanics. Or maybe it feels a little like the early days of the last big shift in consumer behaviour.
๐ฌ Am I overthinking this?