Inspire is a new in-app shopping feed that’s personalized with shoppable photos and videos tailored to your selected interests and engagement.

“We invent every day to make shopping easy and fun,” noted Amazon Shopping director Oliver Messenger in a statement about the launch. “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. In 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,” Messenger said.

TikTok has redefined how users interact with social media with its unique algorithm and short-form videos. So much so that Instagram, YouTube, Facebook and other platforms have been trying to copy its success. Amazon is now following suit, but specifically for shopping. The company has  announced the launch of Inspire, a new short-form video and photo feed that allows consumers to explore products and ideas and shop from content created by influencers, brands and other customers.

TikTok boasts a large number of influencers who create product videos, but these video seldom lead directly to sales or even link to sites where the products can be purchased. But companies pay large sums of money to get the exposure that these influencers bring to their brand. Inspire, the Amazon Shopping app feature is designed to draw consumers’ attention away from apps like TikTok, where brands can directly market to consumers, in order to drive sales directly on Amazon.

Amazon said the shopping feature will initially roll out to select customers in the U.S. in early December, and will become broadly available to U.S. customers in the months that follow. As of when I am writing this, it is not available on my app. As you can see from these images from Amazon, there will be a new light bulb icon on the bottom of the Amazon Shopping app.


Photo credit: Amazon

This is only available as part of the Amazon Shopping app. It is not a separate app like TikTok, nor is it part of the Amazon.com website. So obviously it is mobile only.

The first time you use the Inspire feature, you will be asked to select from over 20 interests to personlize your feed. The algorithm will then “learn” more about your interest much like TikTok does based on your interactions.

Creators will be able to earn money from customers’ purchases via the Amazon Influencer Program. In addition, brands can post to Inspire, including vendors and sellers enrolled in Brand Registry with an active Brand Store, says Amazon.

Learn more at https://www.amazon.com/amazoninspire