Amazon to sponsor TikTok Book Club

Amazon has been announced as the sponsor of the TikTok Book Club. 

The retailer said the move would enable it to extend its “That Reading Feeling Awaits” campaign, which aims to inspire a love of reading and celebrates “the invisible magic that happens inside our imaginations when we read”. 

As part of the campaign, Amazon created free, bespoke reading emojis and stickers to allow customers to share their love of reading across social channels. TikTok users can now access the new reading emojis by searching @amazonbooks in Stickers to express their reaction to the latest TikTok Book Club selection.  

TikTok announced Bolu Babalola’s Honey & Spice (Headline Review) as its next book club pick last week. Babalola has also shared her reading recommendations in a celebrity picks post for Amazon Editors’ Choice.

James Stafford, head of partnerships and community at TikTok, said: "It’s been amazing to see #BookTok grow into a truly global phenomenon, which is having a profound impact on the literary world. From spotlighting little-known authors and genres to introducing the classics to a new generation, #BookTok has helped to reignite a passion for literature. We are creating a new take on the #BookClub format so our community can continue to connect, spark conversations and share the books they love most." 

Lisa De Meyer, UK country manager at Amazon Books, added: " "At Amazon, our team’s mission is to inspire reading, celebrate books of all genres and all ways of reading. We’re excited to support the #BookTok community’s love of reading and offer new visual ways of expressing that reading feeling.”