Amazon is reportedly going TikTok with Inspire, a short-form video feed for shopping.
The Wall Street Journal says the continuous feed of photos and videos to be laucnhed in the US will feature products to purchase through the Amazon app.
The giant online retailer joins other platforms, including Google and Meta, trying to catch the popularity of the short-video format pioneered by TikTok.
Amazon invites app users to tap the "light bulb" icon on the bottom navigation bar to get started:
"Inspire is a new in-app shopping feed that’s personalised with shoppable photos and videos tailored to your selected interests and engagement.
"In just a few taps, discover new products or get inspiration on what to buy, all tailored to your interests, and then shop for those items on Amazon. Whether you’re shopping for fun or looking for inspiration on what to buy next, Inspire is a place to discover and shop for new items."
Oliver Messenger, Amazon Shopping director: “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."
Retail Touchpoints reported a positive reaction from Amazon influencers.
“Inspire will be a game-changer for me,” said Mae Badiyan. “It brings together the perfect combination of entertainment, education and shopping. 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.”
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