Amazon launches Inspire: A TikTok-Style shopping feed for customers in the US

Amazon has recently launched its TikTok-like shopping feature called Inspire to all customers in the United States. Initially launched to a select group of customers in December 2022, Inspire is a short-form video and photo feed that enables customers to explore products and ideas and shop from content created by influencers, brands, and other customers.

To access Inspire, customers must open the Amazon Shopping app, sign in to their account, and click on the "light bulb" icon located at the bottom navigation bar. Customers can personalize their Inspire feed by selecting from over 20 interests, including gaming, hiking, pets, interior design, travel, running, and more. The scrolling experience on Inspire is similar to TikTok's vertical video feed, where customers can swipe up from the bottom to see the next video.

Customers can also engage with content on Inspire by double-tapping anywhere on the screen, and engagement buttons are located on the right side of the screen, just like on TikTok. If users like something they see, they can click on the products in the video to access the item's product page and make a purchase or add it to a list. Additionally, creators enrolled in the Amazon Influencer Program can post content on Inspire and earn a commission when customers shop from their content. Brands, vendors, and sellers enrolled in Brand Registry with an active Brand Store can also post to Inspire. Keep in mind that Inspire is only accessible via the Amazon mobile app on iOS and Android and is not available on desktop (at least for now!). It remains to be seen how popular this feature will become and how it will impact Amazon's e-commerce sales.