DTC867 - Amazon’s Product Selector Feature, and TikTok Shops

Good morning,

Here’s what you’ll find in today’s DTC: 

🛍️ Boost Amazon Conversions Fast
How to use the Product Selector tool

🔑 Win Big on TikTok Shops
How ads + affiliates drive growth

🚨 Daily Tariff Update
The U.S. and EU reach a trade agreement.

You’re reading this newsletter along with new subscribers from: Whakapapa, Parkdale Pottery, and The Lee Company. 👋

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🛍️ How Amazon’s Product Selector Turns Browsing into Converting

Amazon has been rolling out a new interactive feature inside Brand Stores: the Product Selector. 

This quiz-style tool helps customers quickly find the best product for their needs.

Pilothouse shares that this is a clever way to turn passive browsing into active engagement, making it easier for shoppers to navigate your product lineup while increasing time on page and brand recall.

How Product Selector Works 👇

Instead of scrolling through an extensive catalog, shoppers answer a few quick questions about their needs. The quiz then returns 1–2 highly relevant product recommendations, creating a guided shopping experience.

Buyers today want fast, personalized results. The Product Selector cuts through overwhelm, minimizes decision fatigue, and accelerates the path to purchase.

Shoppers can view tailored product picks, click through to PDPs for more details or head straight to checkout.

This low-friction flow increases conversion and improves customer satisfaction.

Product Selector also offers flexible question formats:

• Use image-based answers to reinforce brand identity and make the experience visually rich
• Or, opt for text-only questions for a clean, minimal approach
  

Pilothouse recently launched a quiz for CorneaCare, targeting dry eye symptoms. 

With just three quick questions, shoppers are guided to the best-fit product, making the shopping experience faster, easier, and more enjoyable.

The takeaway?

Amazon’s Product Selector turns product discovery into a personalized journey, not a guessing game. 

For brands, it’s a chance to boost engagement, speed up conversions, and create a standout store experience.

👀 See How The Perfume Spot Went From Small Storefront To Ecommerce Juggernaut 

👉 When The Perfume Spot started it was just a small store on Staten Island. Now, they’re an ecommerce juggernaut with a team of 25 people and 8 figures in sales each year. 💥

How? 

👏 In part by selling on Walmart Marketplace. 

With Walmart Marketplace, The Perfume Spot was able to instantly reach millions of shoppers, access powerful tools for scale, and sell on a platform invested in their success.  📈

🏆 Could you be the next Walmart success story? Sign up today to see. It just takes a few minutes to get started.  

📦 Your Daily Tariff Check-In

Whether it’s a minor tweak or a major shift, we’ll keep you posted on the latest tariff changes—so you’re always in the know. 

July 28, 2025 update:

• The U.S. and EU Strike a Tariff Deal
  
  • The U.S. and the EU set a 15% baseline tariff on most EU imports. This replaces the previously threatened 30% tariff rate.
    
  • The agreement includes up to $600 billion in EU investments and increased U.S. energy and defence purchases.
    
• U.S. and China's Tariff Truce Extension?
  
  • U.S. Treasury Secretary Bessent and Chinese Vice Premier He Lifeng met in Stockholm to negotiate a 90‑day extension of the August 12 tariff truce. 

Keep in mind: These details are current as of writing but could change before this reaches your inbox.

🎧 Cracking TikTok Shop: The GMV Max Revolution and How Pilothouse Builds Affiliate-Led Content Sales Engines 

In this episode of All Killer No Filler, Debbie, Senior Account Manager and TikTok Shops specialist at Pilothouse, joins Eric to talk about TikTok's explosive growth, its ad model overhaul, and how DTC brands can unlock commerce success on the platform.

In this episode, we dive into:

• GMV Max is TikTok’s new unified ad engine: Debbie shares how TikTok now combines your organic, affiliate, and paid data under GMV Max, similar to Google’s Performance Max.
  
  “It’s going to be so much more important to take creative seriously.”
  
  
• Organic vs. affiliate traffic: About 80% of sales come from affiliate creators. Getting those relationships right is what turns views into revenue.
• TikTok Lives Best Practices: Debbie explains lives are a great way to feature flash deals and urgency, but are better handled by affiliates than brands.
  
  “TikTok has a very strong live selling platform, but brands have to break a bunch of barriers to go live successfully.”

👉 Listen to the full episode with Debbie here.

😱 Tariffs, consumer confidence, margin pressure… How do you win Q4 with these factors? DTC and Keen asked 600+ operators what their strategies and goals are for Q4. Read the survey results here. *

📥 Got a B2B Biz? 

Join dozens of B2B companies finding demand-gen success through our niche community of 150k brand leaders and founders this year. Talk to our team to learn more.

Have you heard our latest podcasts?

• 🦸 Ad-venturous 12: Predict Relevance To Create Resonance 
• 🎨 TWBERP 43: Campaign Emails That Inspire, Not Blend In 
• 🍷 Maker Wine’s Strategy: How The Canned Wine Brand Grew
• 😀 AKNF 526: Ad-venturous Preview 
• 📸 Ad-venturous 11: UGC v.s. CGC, v.s. EGC 
• ⚡ TWBERP 42: Optimizing for Profit, Not Just Conversion Rate

Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

Please note that items in this newsletter marked with * contain sponsored content.