Amazon has announced the discontinuation of “Inspire,” its feature resembling TikTok that offered short-form videos and a photo feed through its mobile application. This platform enabled users to explore products and shop based on content shared by influencers, brands, and fellow customers.
A spokesperson for the company confirmed this decision to TechCrunch, stating, “We consistently assess various features to better align with customer feedback, and as a result, Inspire is no longer in operation.”
The timing of shutting down a feature that emulated TikTok is intriguing, particularly as the TikTok-owned platform experiences uncertainty in the United States. Inspire could have been a viable option for American consumers seeking product insights from TikTok influencers.
Nonetheless, Amazon has made strides on other social platforms, reducing the necessity for its own short-form video functionality. For example, in November 2023, it entered into a partnership with Instagram to facilitate direct shopping from its retail website within the Meta-owned app. It also collaborated with Snap to enable product purchases from social advertisements around the same period.
Inspire was first unveiled in 2022 as the concept of social commerce began to gain traction.
However, the tool encountered backlash in August 2023 when Amazon sought to entice creators by inviting a select group of influencers to contribute videos. The company offered $12,500 for up to 500 videos, or $25 for each qualifying submission. Despite this, many creators believed the compensation was insufficient.
Another potential reason behind the discontinuation of Inspire may be the lack of content production from creators, who can earn higher revenues on alternative platforms.
While the spokesperson didn’t elaborate on the reasons for the closure, they highlighted other means for Amazon customers to find inspiration, such as through creator storefronts, curated collections, and more.
They also mentioned the launch of new AI features, including the shopping assistant named Rufus, which was introduced last year.
“Outside of Amazon, we recognize that customers seek inspiration and product recommendations in their social feeds, and we’re innovating to enhance the shopping experience for Amazon products through integrated social media solutions,” the spokesperson further stated.
In a noteworthy development, Amazon is trialing a new feature that directs shoppers to external brand websites when they search for items not available on Amazon.
Compiled by Techarena.au.
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