Amazon has recently launched a new feature called Inspire, a TikTok-inspired in-app shopping feed that allows users to explore and shop for products based on content created by influencers, brands, and other customers. The feature aims to divert consumers’ attention from apps like TikTok, where brands can directly market to them, and drive sales on Amazon.com instead.
Inspire: A Unique Shopping Experience
Personalized Content and User Interests
Inspire is a continuous feed of photos and videos showcasing products that customers can purchase through the Amazon app. The content is tailored to each user depending on their interests, allowing them to “like” a specific product before purchasing it. Unlike social media platforms like TikTok, Amazon’s focus is on pushing products, and Inspire is not intended to make Amazon a social media platform.
To use Inspire, users need to open the Amazon Shopping app, sign in to their account, and tap the Inspire “light bulb” icon on the bottom navigation bar. Users are then prompted to choose from over 20 interests, such as makeup, skincare, pets, gaming, plants, hiking, and more. The feed is personalized with shoppable photos and videos tailored to the user’s selected interests and engagement. Over time, Inspire will better customize itself as it learns more about the user’s interests by tracking their engagement and likes.
One-stop Shopping Experience
One of the significant advantages of Amazon Inspire is the seamless shopping experience it offers. Users can watch videos or view photos featuring products they are interested in, and with just a few taps, they can be directed to the product page to read more, make a purchase, or add the item to their wishlist. This feature streamlines the buying journey, making it convenient for customers to shop on Amazon.
Amazon’s Inspire Offers Rewards for Creators
Earning Potential through Quality Content
Creators can earn rewards on Amazon’s Inspire by posting high-quality content that receives significant customer engagement. The rewards are determined based on the quality of the content and the amount of customer engagement it receives. If a creator is selected for a reward, they will receive an email with the details of their reward amount. To claim the reward, the creator can go to their profile and select “Get Your Reward,” or follow the instructions provided in the email.
Incentivizing High-Quality Content and Engagement
The reward system on Inspire encourages creators to produce high-quality content that resonates with Amazon’s customers. This, in turn, leads to a more engaging and enjoyable shopping experience for users, benefiting both creators and Amazon.
Benefits of Using Amazon Inspire for Shopping
Discover New Products and Trends
Amazon Inspire offers a unique shopping experience, blending the features of TikTok and Instagram with Amazon’s e-commerce platform. Users can explore products and ideas through a short-form video and photo feed, which displays links for purchasable items in the bottom-right corner of the post. This makes it easy for customers to shop for items they discover and stay updated on the latest trends and products across various categories.
Personalized Shopping Experience
Over time, the feed will better customize itself as Inspire learns more about the user’s interests by tracking their engagement and likes. This personalized shopping experience can potentially lead to higher customer satisfaction and increased sales for Amazon, as users are more likely to find products that genuinely interest them and make purchases.
Increased Exposure for Brands and Influencers
Inspire provides an excellent opportunity for brands and influencers to showcase their products and reach potential customers. By creating engaging content and posting it on Inspire, they can increase their visibility and drive more sales through the Amazon platform.
Availability and Future Plans
US Launch and Expansion
Amazon Inspire is currently only available in the United States. The feature rolled out to select US customers in December 2022 and gradually became available to all US customers in the following months. Although there is no official announcement regarding the expansion of Inspire to other countries, it is possible that Amazon may roll out the feature in other markets depending on its success in the US.
Upcoming Features and Enhancements
Amazon plans to add more shoppable features to Inspire, as well as additional in-app functionality and content, to further improve the product. These enhancements may include features like livestream shopping events, integration with other Amazon services such as Prime Video, and more interactive elements that allow users to engage with content creators and products.
Inspire vs. TikTok: Key Differences
While Amazon Inspire shares similarities with TikTok, such as the short-form video feed, there are some notable differences between the two platforms:
- Platform Integration: Inspire is available only within the Amazon Shopping mobile app, while TikTok is a standalone app.
- Content Focus: Inspire’s content is primarily focused on product reviews and shoppable links, whereas TikTok offers a wide range of content, including entertainment, education, and lifestyle.
- Supported Media: Inspire supports both short-form video content and photos, making it a hybrid between TikTok and Instagram.
- Purpose: Inspire is focused on pushing products and driving sales on Amazon, while TikTok is a social media platform with a broader range of objectives.
Amazon’s Inspire is an innovative approach to e-commerce, offering a personalized, TikTok-like shopping experience within the Amazon app. By focusing on pushing products and offering rewards for creators, Amazon seeks to strengthen its position in the e-commerce market and capture more consumer attention and sales.