Which Amazon products went viral on TikTok this year?

Our analysis shows that some categories thrive more than others on social influence. Beauty & personal care, Grocery, and Automotive products top the list as TikTok’s most promoted, while Electronics and Camera gear are less impactful.

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. This trend underscores TikTok’s role as a discovery platform where product reviews shape consumer behavior within seconds.

Just because a product is heavily advertised on TikTok doesn’t mean it sticks in people’s minds.

While Beauty & personal care products stand out as both widely promoted and memorable, followed by Automotive, Baby care, and Kitchen & dining, other categories like Grocery and Office products see plenty of promotion but struggle to leave a mark.

Hobbyist areas like Unique finds and Entertainment collectibles also perform well in both influence and recall.

This trend suggests that viewers are more likely to remember products in categories they’re naturally interested in, highlighting that promotion alone doesn’t equal memorability — it’s also about capturing genuine viewer interest.

Generational differences strongly shape which products resonate most on social media.

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. 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 or outdoor gear, tend to have less representation in influencer-driven content, limiting their impact on this demographic’s purchasing decisions.