Amazon Pulls the Plug on “Inspire,” Its TikTok-Inspired Shopping Feed
Amazon has announced the discontinuation of “Inspire,” its short-form video and photo feed reminiscent of TikTok. Launched in 2022, Inspire aimed to capitalize on the growing trend of social commerce, allowing users to discover products and shop directly from content created by influencers, brands, and other customers.
This decision comes at a particularly interesting time, given the uncertainty surrounding TikTok’s future in the U.S. Inspire could have potentially served as a viable alternative for American shoppers seeking product reviews and recommendations from creators.
However, Amazon has been actively expanding its presence on other established social media platforms, potentially reducing the need for its own dedicated short-video feature. Key partnerships with Instagram (November 2023) and Snap have enabled seamless shopping experiences directly within those apps.
Inspire’s journey was not without its challenges. In August 2023, Amazon’s attempt to incentivize creators to populate the feed with content backfired. The company’s offer of $12,500 for up to 500 videos, or $25 per qualifying video, was widely criticized by creators as being insufficient compensation. This may have contributed to a lack of consistent and engaging content on the platform, ultimately hindering its success. Creators likely found more lucrative opportunities on other platforms.
While Amazon has not explicitly stated the reasons for shutting down Inspire, a spokesperson highlighted alternative avenues for product discovery on Amazon, including creator storefronts, curated collections, and its AI shopping assistant, Rufus. The spokesperson also emphasized Amazon’s commitment to integrating shopping experiences within existing social media platforms.
“Beyond Amazon, we know that customers look for inspiration and product recommendations in social feeds, and we’re innovating to make shopping for Amazon products more enjoyable through seamless social media integrations,” the spokesperson stated.
Interestingly, Amazon is currently experimenting with a new feature that redirects shoppers to other brands’ websites if a searched product is unavailable on Amazon. This suggests a potential shift in strategy, focusing on broader product discovery and potentially even facilitating sales outside of the Amazon ecosystem. This move could be seen as an acknowledgment that Amazon cannot be everything to everyone and that sometimes, connecting customers with other retailers is a viable business strategy.
Reference: