Amazon revealed that Inspire will initially be available to select US customers in early December before being extended to other customers in the country over the coming months.
Global retailer Amazon has launched a TikTok-like feature on its shopping app. The feature, called Inspire, is a short video and photo feed that displays content from influencers, brands ad customers. It was announced on Thursday and is designed to increase Amazon sales by drawing buyers’ attention away from apps like TikTok when brands can market directly to them.
Commenting on the launch, Amazon Shopping director Oliver Messenger stated:
“We invent every day to make shopping easy and fun. Inspire is our new shopping experience that connects Amazon customers with shoppable content created by other customers, the latest influencers, and a wide range of brands. In just a few taps, customers can discover new products or get inspiration on what to buy, all tailored to their interests, and then shop for those items on Amazon.”
Amazon revealed that Inspire will initially be available to select US customers in early December before being extended to more US customers over the coming months. The launch comes after tests earlier this year when it was noticed that the retailer was experimenting with a TikTok-like shopping feed in its app.
To access the feature, users will have to tap the Inspire icon in the Amazon app. They will then be able to personalize their feed by choosing from more than 20 interests including makeup, skincare, pets, gaming, plants, hiking, interior design, travel, and running.
Inspire possesses both TikTok and Instagram features as it supports both photos and short-form videos. It also has a verticle video feed and engagement buttons on the right like TikTok and a double-tap feature for “liking” content. The content has small buttons at the bottom of the window with a link to the product on Amazon. It also has a “See all details” section that links to the product page where the product can be purchased or added to a list. The feed is designed to better customize itself over time, based on user engagement and likes. Amazon plans to add more shoppable features, in-app functionality, and content in the future.
The platform is also working with influencers, including Mae Badiyan and Practically Pursia to provide content. The influencers are part of the Amazon Influencer Program and will be able to earn from purchases made by customers.
“My audience wants engaging videos that introduce them to new products, which is why I’m excited to use Inspire to spotlight my favorite everyday essentials with the convenience of shopping those items immediately on Amazon,” Badiyan commented.
Mercy Mutanya is a Tech enthusiast, Digital Marketer, Writer and IT Business Management Student.
She enjoys reading, writing, doing crosswords and binge-watching her favourite TV series.
