Is Amazon really buying TikTok? Who else wants a piece of the social media giant?

As the April 5 deadline for TikTok’s divestment from its Chinese parent company ByteDance approaches, new bidders have emerged in a high-stakes battle to acquire the social media platform’s US operations.

Among the latest entrants is Amazon, the e-commerce giant, whose unexpected bid has heated up an already crowded race.

However, while multiple entities have expressed interest, TikTok has firmly maintained that it is not for sale, and the Chinese government is widely expected to block any transaction involving the platform’s proprietary algorithm.

TikTok on Amazon’s wishlist?

Amazon’s bid, which was recently submitted in a formal letter to US Vice President JD Vance and US Commerce Secretary Howard Lutnick, highlights the company’s strategic interest in TikTok’s influence over digital commerce.

The platform’s short-form video format has become a critical driver of online shopping trends, with many influencers directing traffic to Amazon by promoting products and earning commissions through its affiliate programme.

Despite this late-stage manoeuvre, those involved in the negotiations reportedly do not view Amazon’s bid as a leading contender.

Amazon previously experimented with its own TikTok-style feature, Inspire, which aimed to integrate video-driven shopping within its platform but was ultimately discontinued.

While the company’s bid has generated significant attention, it remains unclear whether it will be considered viable in the broader context of the sale discussions.

Who are the other contenders in the race?

Beyond Amazon, several high-profile entities have entered the fray, including major private equity firms, tech companies, and investment groups, each bringing unique strategic incentives to a potential acquisition.

Private equity & tech firms

Blackstone Group: The investment giant is reportedly exploring a stake in TikTok’s US operations, potentially as part of a consortium of non-Chinese ByteDance shareholders. This group is led by Susquehanna International Group and General Atlantic, both of which already have financial interests in ByteDance.

Oracle: A longstanding contender in TikTok’s US dealings, Oracle currently manages the app’s US data storage operations. Company co-founder Larry Ellison has previously suggested an ownership structure that would see Oracle taking a 50 per cent stake in TikTok’s American division.

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Andreessen Horowitz: The influential venture capital firm, co-founded by Marc Andreessen, has signalled interest in the acquisition and may collaborate with Oracle on a joint bid.

Perplexity AI: A search engine startup backed by Amazon founder Jeff Bezos has proposed a merger rather than a direct acquisition, though details of its plan remain limited.

Investor-led bids & tech entrepreneurs

Project Liberty: Spearheaded by former Los Angeles Dodgers owner Frank McCourt, this bid aims to place privacy and data security at the forefront. The initiative has secured backing from notable figures such as Reddit co-founder Alexis Ohanian, businessman Kevin O’Leary, and Tim Berners-Lee, the inventor of the World Wide Web.

Jesse Tinsley, CEO of Employer.com: Tinsley has submitted an all-cash $30 billion offer. His investor group includes figures such as Roblox co-founder David Baszucki and YouTube personality MrBeast (Jimmy Donaldson).

Late entrants & unconventional bidders

As the deadline nears, new players have entered the conversation, proposing varied approaches to acquiring TikTok’s US assets:

Zoop: A social media startup co-founded by OnlyFans founder Tim Stokely has submitted a bid in collaboration with The Hbar Foundation, a blockchain investment firm.

AppLovin: The mobile marketing and analytics company, reportedly backed by casino mogul Steve Wynn, has also expressed interest in acquiring TikTok.

Bobby Kotick, Former Activision CEO: Kotick, best known for leading Activision Blizzard before its merger with Microsoft, has reportedly shown interest in the platform, possibly with the aim of incorporating gaming elements.

Rumble: The video-sharing platform, often associated with conservative content, has signaled interest in acquiring TikTok and potentially serving as its cloud services partner.

Walmart: The retail giant previously attempted to purchase TikTok in 2020 and is once again being mentioned as a potential buyer due to the platform’s deep connections to e-commerce.

Steven Mnuchin, Former US Treasury Secretary: Mnuchin has reportedly reentered discussions about a possible bid, though the specifics of his investment strategy remain undisclosed.

Will a TikTok sale in the US go through?

Despite the growing list of potential buyers, the feasibility of a TikTok sale remains highly uncertain.

ByteDance has consistently resisted calls to divest its US operations, while Beijing has made it clear that it would oppose any forced sale of the company’s algorithm, which underpins TikTok’s success.

Chinese authorities have previously introduced restrictions that would require government approval for any sale involving the transfer of key technologies, making a full sale of TikTok increasingly difficult.

From a US regulatory perspective, the Biden administration had also maintained that TikTok must be sold or face a ban due to national security concerns.

The White House has raised fears that ByteDance’s control over TikTok could allow Chinese authorities to access US user data and manipulate content. However, any attempt to enforce a sale will likely face legal and diplomatic challenges.

US President Donald Trump, who previously attempted to ban TikTok during his first administration, has acknowledged the intense interest in the platform. Speaking on the ongoing negotiations, Trump stated: “We have a lot of potential buyers. There’s tremendous interest in TikTok… I’d like to see TikTok remain alive.”

His remarks suggest optimism about the platform’s future, but the final decision ultimately rests with ByteDance.

Even if the US government enforces a ban, the Chinese tech company retains control over whether a sale will occur and under what conditions.

With inputs from agencies