Halo Effect: Amazon and Shopify

Last updated: October 7, 2026

The Halo Effect section puts your Amazon and Shopify sales next to your TikTok views, to show whether sales outside TikTok Shop rise and fall with your creator content. For each store, it draws a trend line and estimates what TikTok views add on top of a baseline.

Why use it

Shoppers who see your products on TikTok may buy them on Amazon or in your Shopify store instead, and TikTok Shop doesn't count those sales. The section helps you judge whether those sales move with your TikTok views, and how strongly.

Where to find it

The Halo Effect section is on Dashboard > Performance. It needs a connected TikTok Shop, plus Amazon, Shopify, or both.

Connect Amazon from the section or from Settings > Integrations > Amazon. Connect Shopify in the section opens Settings > Integrations > Shopify, where you ask us to set up a private Shopify app for your store. We usually do it within a few days (see Shopify + DTC programs).

Who can use it

The section is on the Dashboard on every plan, and Shopify has no plan requirement on it. Connecting Amazon, from the section or from Settings, needs Growth, Business, or Autopilot.

An Amazon connection your brand already has keeps working on Starter or Pro, but reconnecting it needs Growth or higher. See Plans and limits.

How to connect Amazon

  1. In the section, click Connect Seller for Seller Central, or Connect Vendor for Vendor Central (brands that sell wholesale to Amazon). An Amazon window opens. If no window opens, allow pop-ups for app.euka.ai and click again.
  2. In the Amazon window, sign in.
  3. Approve Euka's access. When the window shows Successfully Connected!, you're done.

In Settings, the same buttons are Connect Seller Central and Connect Vendor Central.

A Seller Central catalog syncs straight away. A new Vendor Central account starts syncing straight away too, newest weeks first, and usually shows data within a day.

When an agency connects for a brand

  1. In the Halo Effect section in the brand's Euka workspace, expand For agencies: generate shareable authentication link.
  2. Choose Seller Central or Vendor Central.
  3. Click Generate Auth Link.
  4. Copy the link.
  5. Send it to whoever runs the brand's Amazon account. They open it, sign in to Amazon, and approve. They don't need a Euka account.

Each link works once and expires after 7 days.

A store that was connected before keeps its account type. For reconnecting and for agency links, the section offers only that type.

What the section shows

For each connected store, the section shows four numbers:

  • Sales without TikTok is the estimated daily sales with no TikTok views: your baseline.
  • Revenue from TikTok is roughly how much extra sales each million TikTok views goes with. Badges show the lift at your average views, as a share of the baseline: sales, search (Amazon keyword searches, Seller Central only), and new customers (Shopify).
  • TikTok ↔ sales link is how closely sales and views move together, graded Strong, Moderate, Weak, or Very Weak. The badge by the section's title, such as Amazon: Moderate signal, repeats it.
  • TikTok explains is the share of the ups and downs in sales that the trend line accounts for.

The chart shows these series:

  • From TikTok: Views and TikTok Shop Sales.
  • From Amazon: Sales, Detail Page Views (Vendor Central only), and Keyword Search.
  • From Shopify: Sales and New customers.

Click a series to hide or show it. Raw values shows each series in its own unit, and Compare trends shows each as a % change from its first period.

What the estimate means, and what it doesn't

We put each period's TikTok views against that period's sales, and draw the straight line that fits them best. Where the line starts is Sales without TikTok, how steeply it climbs is Revenue from TikTok, and how closely the periods sit along it is TikTok explains.

That tells you how strongly your sales moved with your views in the date range. It doesn't prove TikTok caused them: a promotion, a holiday, ads, or the season can lift both at once. It also isn't a count of orders that came from TikTok.

Because the section compares the same day, week, or month, an effect that arrives later can show up weaker. Use it to judge direction and strength, and take revenue figures from Amazon and Shopify themselves.

Rules and limits

  • Dates: the section has its own date range, by default the last 90 days up to yesterday. It can span up to 366 days, and a longer pick keeps its latest 366.
  • Days, weeks, or months: the section works in days under 28 days, in weeks up to 83 days, and in months beyond that. It steps finer when needed to get enough points. A trend needs at least 4 periods with TikTok views, and with fewer, you see the chart without the four numbers.
  • When amounts show: the amounts show only when TikTok explains is 30% or more. Below that, Sales without TikTok and Revenue from TikTok show "—" and "link too weak to estimate", even when the link reads Moderate.
  • Grades follow the correlation between views and sales: 0.7 or more is Strong, 0.4 or more Moderate, 0.2 or more Weak, and anything lower Very Weak. The grade ignores direction: if sales fell as views rose, it can read Strong while Revenue from TikTok shows "—".
  • Coverage: days before your Shop's TikTok data starts, or before we recorded your first Shopify order, are left out, and the section says from which date.
  • Sharing: a Dashboard share link includes the section's Amazon and Shopify parts while Amazon Halo and Shopify Halo are ticked, as they are by default. Viewers see your saved ASIN filter and can't change it.

Amazon

  • Marketplace: we read the Amazon marketplace of your TikTok Shop's country: the United States, Canada, Mexico, the United Kingdom, Germany, France, Italy, Spain, the Netherlands, Japan, or Australia. A Shop in any other country is read against the US marketplace.
  • Freshness: Seller Central sales are read from Amazon each time the section loads. Vendor Central sales and detail page views sync once a day and go back 180 days. The last 3 days are always missing, because Amazon releases vendor data about 72 hours late (as of September 2026).
  • Vendor Central sales are ordered revenue: what shoppers paid Amazon, not the purchase orders Amazon places with you. On a day with no ordered revenue, we use shipped revenue.
  • Keywords are your top 3 Amazon search terms, ranked by clicks on your products. The weekly search volume beside each one is how many times shoppers searched that term on Amazon, as Amazon reports it, not your products' share of those searches. They're for Seller Central only.
  • Filters: Filter by Amazon ASINs takes up to 5 ASINs and is saved for the store. Filter by TikTok Products narrows the TikTok side and resets when you leave the page. Click Apply Changes to use them.
  • The filters apply to the Amazon numbers and the chart. The Shopify numbers always use all your TikTok views.
  • More actions: Sync Products refreshes your Amazon catalog for the ASIN filter (Seller Central only). Disconnect removes the connection. You can also disconnect from Settings > Integrations > Amazon.

Shopify

  • We count orders only from when your store was connected.
  • Orders placed through the TikTok Shop sales channel are left out, because they count as TikTok Shop sales. Canceled orders are left out too.

What we don't control

These are Amazon's rules, as of September 2026:

  • You approve Euka's access on Amazon's own page, which lists the access we ask for. Sign in with an Amazon login that can authorize apps for the account.
  • Amazon decides what its data holds and when it arrives. It reports Vendor Central sales by day and search-term data by week.
  • Disconnect deletes the access we stored, but Amazon keeps its own list of the apps you've authorized. To revoke our access on Amazon's side too, remove Euka there: in Seller Central under Manage Your Apps, or in Vendor Central under Integration > API Integration > Manage Apps.

When something goes wrong

  • Amazon Integration: "This is a premium feature. Upgrade to the Growth plan to connect your Amazon store." On Starter or Pro, Generate Auth Link and the connect and reconnect buttons show this, because connecting Amazon needs Growth or higher.
  • "Popup blocked — please allow popups for app.euka.ai": allow pop-ups for app.euka.ai, then click again.
  • Connection Failed in the Amazon window comes with one of these messages:
    • "Amazon OAuth state has expired": the link is more than 7 days old. Generate a new link.
    • "Amazon OAuth state is invalid or has already been used": the link was already used. Generate a new link.
    • "A Growth plan or above is required to connect Amazon.": the brand's plan is below Growth, for example because it changed after the link was made. Move to Growth or higher, then connect again.
  • Amazon store disconnected: we lost access to your Amazon store. Click Reconnect Seller or Reconnect Vendor. The section offers the type you had.
  • "No Amazon data for this period yet": a newly connected Vendor Central account usually fills in within a day.
  • Couldn't load Amazon data or Couldn't load Shopify data: click Retry.
  • TikTok Shop isn't connected: connect your TikTok Shop first.
  • No TikTok data in this period: pick a range that starts after the date shown.
  • No Shopify orders recorded yet: data starts with the first order after you connected.

FAQs

Is the Halo Effect only for the US Amazon store?

No. The section reads the Amazon marketplace that matches your TikTok Shop's country, for example amazon.co.uk for a UK Shop.

Are Amazon Vendor Central accounts supported?

Yes, with Connect Vendor. Vendor Central sales and detail page views update once a day, and there are no search keywords or Sync Products.

Does the section prove TikTok drives my Amazon sales?

No. It shows how closely the two moved together and estimates the lift. Anything that moves both at once, like a sale or a holiday, can make the link look stronger than it is.

Why does it say "link too weak to estimate"?

Your TikTok views account for less than 30% of the movement in sales over this range. A range that starts when creators began to post, or more weeks of steady posts, can give a clearer read.

My client doesn't use Euka. Can I still connect their Amazon store?

Yes. Generate an agency link from the section in their workspace and send it to them. They approve on Amazon without a Euka account, within 7 days, and the link can't be used twice.

What does Euka read from my Amazon account?

On Seller Central, we read your sales, your top search terms, and your product catalog. On Vendor Central, we read your sales and detail page views. The section only reads: it doesn't change your listings, prices, or stock.