Amazon makes surprise bid for TikTok ahead of U.S. ban deadline
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Amazon’s last-minute TikTok bid comes days before the video app faces a potential U.S. shutdown, though the offer isn’t being taken seriously.
Amazon unexpectedly entered the race to acquire TikTok just days before the video app faces a potential U.S. shutdown, dramatically reshaping the competitive landscape for one of social media’s most valuable properties.
Driving the news. Amazon has sent a letter to Vice President JD Vance and Commerce Secretary Howard Lutnick expressing last-minute interest in acquiring TikTok in its entirety, according the New York Times.
Between the lines. Administration officials are reportedly not taking Amazon’s bid seriously at this stage, viewing it as a last-ditch effort that may complicate an already chaotic situation.
Details. TikTok hosts approximately 170 million U.S. users, counting as nearly half of the American population. The platform has evolved into a major ecommerce channel, generating millions in daily sales
The big picture. TikTok faces an April deadline to sever ties with its Chinese parent company ByteDance or cease U.S. operations, following legislation signed by former President Biden in April 2024.
State of play. Multiple tech giants have expressed interest in acquiring the platform:
- Oracle, Walmart, and Microsoft are reportedly in discussions.
- Even popular content creator Mr. Beast is rumored to be involved in acquisition talks.
The intrigue. Despite initially pushing for a TikTok ban during his first term, President Trump has reversed course and fought to keep the platform operational in the U.S., defying bipartisan legislation and court rulings.
Flashback. TikTok briefly went dark Jan. 19 after ByteDance failed to secure a U.S. buyer, but was reinstated hours later following intervention from the Trump administration.
What to watch. With the deadline approaching this Saturday, TikTok’s fate hangs in balance as potential buyers jockey for position and political forces continue to shape the outcome
About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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