A new twist in the TikTok saga in the USA. President Trump’s decree suspends the ban, allowing time to finalise the acquisition of the app by American companies, led by Oracle.
TikTok’s American Future – An Update
Some time ago on our blog, we analysed the scenario where Amazon acquires TikTok. However, the situation has taken a different turn. US President Donald Trump has signed an order that once again extends the suspension of the law banning the app’s operation under Chinese control. The new deadline is 16 December.
This decision is intended to provide time to finalise the details of an agreement under which American companies are to take control of TikTok.
Oracle to Lead the Consortium. And What About Amazon?
According to The Wall Street Journal, the tech giant Oracle will lead the consortium set to acquire an 80% stake in the application. Investors mentioned also include the funds Silver Lake and Andreessen Horowitz.
Importantly, the name Amazon does not appear in current reports. For now, it seems the e-commerce giant will not be part of the new ownership structure.
The new American company is to operate based on key principles:
- Board of Directors: would consist mainly of Americans, with the US government having the right to appoint one member.
- Algorithm: the application would run on a replica of the Chinese algorithm, licensed from the current owner, ByteDance.
- Data: Oracle would be responsible for storing the data of American users, using its data centres in Texas.
What Does This Change Mean for BookTok and the Book Market?
The acquisition of TikTok by a consortium led by Oracle is an entirely different scenario from one where Amazon played the leading role. Oracle is a technology company specialising in software and data, not in retail and content creation. This leads to several key conclusions for authors and publishers.
The lack of a direct link to the world’s largest bookstore may mean that BookTok will maintain greater neutrality. The risk of the algorithm favouring books sold by one specific distributor is significantly reduced. The reading community will still be able to create trends more organically.
However, this does not mean that monetisation attempts will disappear. The new owners will undoubtedly seek ways to enhance the platform’s profitability. For creators and publishers, this could mean developing new advertising tools or promotional formats.
For now, however, it seems that the heart of BookTok – authentic reader recommendations – is safer under Oracle’s wing than it would be under Amazon’s. The situation remains dynamic, and the coming months will show which direction the world’s most powerful book promotion platform will take.