Amazon Shuts Down 'Inspire': The End of Its TikTok-Style Shopping Experience

Amazon Shuts Down ‘Inspire’: The End of Its TikTok-Style Shopping Experience

Amazon has decided to discontinue its “Inspire” feature, a short-form video and photo feed reminiscent of TikTok, previously integrated within its mobile app. This platform allowed users to discover products and shop based on content created by various influencers, brands, and fellow customers.

Amazon Confirms Inspire Shutdown

A spokesperson for Amazon confirmed the closure to TechCrunch, stating, “We regularly evaluate various features to better align with what customers tell us matters most, and as part of that, Inspire is no longer available.”

Why Shut Down Inspire?

It is intriguing that Amazon chose to shut down a feature mirroring TikTok, especially as the Bytedance-owned platform faces challenges in the U.S. market. Inspire could have provided an alternative for American consumers seeking product reviews from popular TikTok creators.

Shifting Focus to Other Social Platforms

Amazon has made significant strides on other social media platforms, reducing the necessity for its own short video feature. Here are some notable partnerships:

  • Instagram: In November 2023, Amazon collaborated with Instagram to facilitate direct shopping from the Meta-owned app.
  • Snapchat: Around the same time, Amazon teamed up with Snap to allow users to purchase products through social advertisements.

The Rise and Fall of Inspire

Launched in 2022 during the burgeoning era of social commerce, Inspire faced challenges early on. In August 2023, Amazon attempted to attract creators by offering compensation for submitted videos, yet many influencers criticized the pay structure:

  • A maximum of 500 videos could earn creators $12,500.
  • Each qualifying video was compensated at $25.

Many content creators found this compensation inadequate compared to potential earnings on other platforms, which may have contributed to the lack of content on Inspire.

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Exploring New Avenues for Inspiration

Although the spokesperson did not elaborate on the reasons behind the shutdown, they highlighted alternative methods for customers to find inspiration, such as:

  • Amazon’s creator storefronts
  • Curated collections
  • Innovative AI features like the shopping assistant, Rufus, introduced last year

“Beyond Amazon, we know that customers look for inspiration and product recommendations in social feeds,” the spokesperson noted. “We’re innovating to make shopping for Amazon products more enjoyable through seamless social media integrations.”

Future Directions for Amazon Shopping

In addition to the closure of Inspire, Amazon is also testing a new feature that directs shoppers to other brands’ websites if they search for products not available on Amazon. This move indicates Amazon’s commitment to enhancing the shopping experience while adapting to market demands.

For more insights into social commerce trends, check out our comprehensive guide on social commerce.

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