TikTok Shop Is Testing a Paid Membership to Rival Amazon Prime

TikTok Shop is testing a paid membership program in the US, its clearest move yet from impulse-driven discovery toward the repeat-purchase habit that anchors Amazon Prime. According to Business Insider, which reviewed internal materials, the program, called TikTok Shop Plus, is being tried at $6, $10, and $15 a month, bundling free shipping, product discounts, and exclusive coupons. TikTok has not publicly announced it.

From Discovery to Routine

The test sits on top of a subscription tool TikTok rolled out to select US sellers on June 1, which lets shoppers subscribe to individual products for repeat-purchase discounts of 5% to 20% across categories such as beauty, health, and pet supplies. That per-product model builds the return visit one item at a time, while Shop Plus would test whether shoppers will pay TikTok directly for platform-wide benefits. This month, TikTok also began piloting a managed fulfillment service for sellers, another piece of the same infrastructure.

Building the Machinery Amazon Relies On

None of these pieces alone makes a Prime competitor, but together they show the direction. TikTok's US fulfillment policy requires sellers to maintain a tracking rate of at least 95% and an on-time delivery rate of at least 80%, with orders handled through Fulfilled by TikTok exempt from some seller-shipped metrics. The company is also timing promotions to Amazon's calendar. Its Deals For You Days summer event ran through early July, with peak discounts landing on the same June 23 to 26 dates as Amazon's Prime Day.

What It Means for Sellers

For brands splitting inventory between Amazon and TikTok Shop, the question is shifting from where products get discovered to where repeat customers cost less to keep. Amazon still holds the advantage in shopping intent, logistics depth, and a membership business two decades in the making. TikTok Shop drove an estimated $4.9 billion in US sales in the first quarter of 2026, roughly double a year earlier according to figures reported by The Wall Street Journal, and eMarketer projects its US e-commerce could pass $23 billion this year, against Amazon's estimated $500 billion. The subscriptions, delivery standards, and sale calendar signal that TikTok wants the second purchase, not just the first.