Amazon is bringing a TikTok-like shopping experience to its app. The company today announced the launch of Inspire, a new short-form video and photo feed that allows consumers to explore products and ideas and shop from content created by influencers, brands and other customers. The feature is designed to draw consumers’ attention away from apps like TikTok, where brands can directly market to consumers, in order to drive sales on Amazon.com instead.
The retailer said the shopping feature will initially roll out to select customers in the U.S. in early December, and will become broadly available to U.S. customers in the months that follow.
The launch follows tests earlier this year when Amazon had been spotted experimenting with a TikTok-like shopping feed in its app, which then had its own navigation button at the bottom of the Amazon mobile app. In the version launching now, that high-level placement in the main navigation remains the same; however, the Inspir feed will now be accessible with a tap of a light bulb icon instead of the diamond icon that was seen in tests.Tech Crunch