TikTok is still in fashion. Is now Amazon is the one that looks at the navigation style of TikTok to launch a similar shopping experience within its application. The company announces Inspire, a new short-form video and photo feed that allows consumers to explore products and ideas and shop for content created by influencers, brands and other customers. Thus, it will give the option to the users of discover products that may interest you and can buy within the electronic commerce platform.
This feature is intended to shift consumers’ attention away from apps like TikTok, where brands have the ability to sell directly, in order to drive sales on Amazon.com.
Amazon’s new feed will be accessible through an app tab that features a light bulb icon, instead of the diamond icon seen in testing. It will initially roll out to a select group of enterprise users in the United States in early December. In addition, it will be widely available to US customers in the coming months.
Content by category and interests
To get started with Inspire, customers will open the Amazon Shopping app and tap on the Inspire icon. They will be asked to choose from more than 20 categories and interests, including things like makeup, skincare, pets, gaming, plants, hiking, interior design, travel, running, and more to personalize the Inspire feed.
At first, Inspire is focused on short form video content, but it also offers support for photos. This makes it a hybrid between TikTok and Instagram. Like Instagram, you’ll have to double-tap anywhere on the screen to “like” content with a red heart. However, to navigate the Inspire experience we’ll navigate it as if we were using TikTok’s vertical video feed, where we’ll swipe up from the bottom to see the next video.
We invent every day to make shopping fun and easy. 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. 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.
Oliver Messenger, director of Amazon Shopping.
The company has already groomed some Amazon influencers to post on Inspire, including Mae Badiyan, Practically Pursia, among others. Creators will be able to earn money from customer purchases through the Amazon Influencer Program.