Amazon has decided to shut down “Inspire”, its short-form video and photo feed similar to TikTok, which was available on its mobile app. This feature allowed users to discover products and purchase them through content created by influencers, brands, and other customers.
A company spokesperson confirmed the decision to TechCrunch, explaining: “We regularly evaluate various features to better align them with what customers tell us is most important, and as part of that process, Inspire is no longer available.”
Competition and Lack of Interest
The closure comes at a time of uncertainty for TikTok in the US, which could have been an opportunity for Amazon. However, the company has strengthened its presence on other social networks like Instagram and Snap, with alliances to facilitate purchases directly from the apps.
Moreover, Inspire failed to attract enough content creators. In 2023, Amazon offered $25 per video or even $12,500 for 500 videos, which was considered too low by influencers, who preferred other more profitable platforms.
New Amazon Strategy
The company emphasized that customers can still find inspiration on its platform through creator stores, selected collections, and AI tools like the shopping wizard RUFUS.
Some of the key features that will continue to inspire customers include:
– Creator stores
– Selected collections
– AI tools like the purchasing wizard RUFUS
In addition, Amazon is testing a new function that redirects customers to other brands’ websites if the product they are looking for is not available on Amazon. This move indicates a shift in Amazon’s strategy, focusing on providing a more comprehensive shopping experience, even if it means directing customers to other websites.
