From Amazon to startups, e-commerce companies are adopting TikTok-style feeds

* This article is a media “Glossy” article.

With sales of products that have gone viral on TikTok videos often skyrocketing, it was only a matter of time before e-commerce companies embarked on short, scrollable video formats.

Introducing the Amazon Inspire Feed

In December 2022, Amazon launched its own version of the new feature, the Inspire feed, on the Amazon Shopping app.

The company hasn’t compared the new feature to TikTok, but the format is familiar. Users can tap icons at the bottom of the app to scroll through full-screen video and photo content with product listings.

With the launch, e-commerce giant Amazon joins a growing group of e-commerce startups offering short, scrollable videos dedicated to shopping. Those companies include Trendio, a beauty platform launched by a former Amazon employee that same month.

Amazon Shopping Director Oliver Messenger said of the driving force behind the development of Amazon Inspire:

“What customers wanted more was about open-ended discovery. Unexpected discoveries when you have a little spare time. It’s not always clear what you want.”

Inspire, which has been quietly made available to a limited number of users, includes video and image content from product reviews, videos and photos created by influencers in the Amazon Influencer Program, and Amazon’s Brand Registry. The feed incorporates photos from posts that brands on Amazon have created for their Amazon Posts social feeds.

Brands cited by Amazon representatives include Adidas, Reebok, Lemme, Honest Beauty, L’Oréal and Maybelline.

Unlike TikTok and other short-form video social platforms, users cannot create content for Inspire at this time. So far, Amazon hasn’t released numbers on active users, engagement or sales.

Content is presented to users based on AI algorithms that determine their interests.

Source: BusinessInsider

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