The TikTok-like shopping feed in the Amazon app is now available to all customers in the United States, according to the company website. The characteristic Rolled Out For Select US Customers in December after Amazon was spotted experimenting with a TikTok-like shopping feed last summer.
The new short-form photo and video feed allows consumers to explore products and ideas and buy from content created by influencers, brands and other customers.
To get started with Inspire, you need to open the Amazon Shopping app, sign in to your account, and then tap the Inspire “lightbulb” icon in the bottom navigation bar. You’ll then be prompted to choose from over 20 interests, including categories like makeup, skincare, pets, gaming, plants, hiking, interior design, travel, running, and more to personalize your Inspire font.
You can double-tap anywhere on the screen to “like” the content you see. As for the scrolling experience, it’s like using TikTok’s vertical video feed, where you swipe up from the bottom to see the next video. The share buttons are on the right side of the screen, just like on TikTok.
If you see something you like, you can scroll horizontally through the little buttons that show the products in the video at the bottom of your screen. When you click on a product, it will appear in an overlay window on top of the video. You can select the “See All Details” button to go to the item’s product page where you can make a purchase or add the item to a listing.
Image Credits: Amazon
Creators enrolled in the Amazon Influencer Program can publish content on Inspire. When customers purchase a creator’s content, the creator is eligible to receive a commission. Customers can’t post to Inspire, but they can submit a product review, which can appear on Inspire. If a customer’s product review appears in the Inspire feed, you will not earn commission. In addition, brands can list on Inspire, including vendors and sellers enrolled in Brand Registry with an active Brand Store.
“We invent every day to make shopping easy and fun,” Amazon purchasing director Oliver Messenger said in an emailed statement. “Inspire is our new shopping experience that connects Amazon customers with shopping content created by other customers, the latest influencers and a wide range of brands. With 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.”
The launch of Inspire across the US comes as Amazon has a long history of embracing popular social media formats as a means to engage shoppers and inspire purchase. For example, the e-commerce giant launched a Pinterest-like feature called Interesting Finds in 2016. A few years later, Amazon released an Instagram clone called amazon spark but it ended drop the show in 2019 after only a couple of years.
Unlike social media platforms like TikTok, Amazon’s version of popular formats is to push products. People browse social media platforms for more than just shopping ideas, they want to learn new things and be entertained. Although Amazon is incorporating short-form videos, it’s not clear if it will be able to offer a product that is both entertaining and worth buying.
Amazon Inspire is currently available to all customers in the US through the Amazon mobile app on iOS and Android. Inspire cannot be accessed through the desktop.
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