Amazon is adding a feed of TikTok-like purchasable content to its app with Inspire

Amazon is the latest tech company to take a page out of TikTok’s playbook. The e-commerce giant announced it is rolling out a new feed in the Amazon app with photos and videos of items users can buy, first reported by The Wall Street Journal.

The feed, which Amazon calls Inspire, is the company’s attempt to get app users to make purchases when they see products in online content — something other tech companies are also trying to do. presently. TikTok has long been working on its own app shopping featureconsists of shopping live streamand YouTube more affiliate marketing and shopping for its TikTok clone, Shorts.

The Inspire will appear as a light bulb icon in the Amazon app and will be rolling out to select shoppers in the US earlier this month. The company has also recruited influencers, magazine reports, to create videos for the feed, along with selections from brands and repeat customers, as it looks like it will exploit social shopping. Amazon started testing Inspire with employees this summer, like report this summer plain magazine.

While in the Inspiration tab, shoppers can choose from categories like interior design, pets, and skin care, and scroll through content featuring and linking Amazon products. They can then purchase items directly from videos and photos.

Amazon wants you to scroll and shop.

Amazon wants you to scroll and shop.
GIF: Amazon

Amazon is perhaps one of the few companies that can meaningfully challenge TikTok by uniting product discovery and shopping under one roof. TikTok has proven to be a powerful tool for driving sales of anything from makeup to cleaning products — the challenge is getting users to buy through the short-form video app. Many TikToks feature products available on Amazon, and influencers often refer viewers back to their Amazon storefront to make purchases and earn themselves a commission. That means Amazon wants to capture some of that user’s interactions.

But TikTok is also looking to expand its business to become more like Amazon. Work list Posted this fall suggests that the company is working on its own fulfillment centers in the United States to work in tandem with its procurement features. The company will provide warehousing and returns, according to the job ad.


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