Amazon has decided to shut down "Inspire," its TikTok-style short-form video and photo feed. Originally launched in 2022, the feature aimed to capitalize on the rising trend of social commerce. The decision comes after Inspire sparked controversy in August 2023 when Amazon attempted to attract content creators by inviting select influencers to submit videos. Concerns arose that not enough creators were participating since they could earn higher revenues on other platforms.
Amazon offered creators $12,500 for a maximum of 500 videos or $25 for each qualifying video in an attempt to bolster content creation. Despite this incentive, the company has made significant progress on other social media channels, reducing the necessity for its own short video feature. Additionally, Amazon is testing a new function that directs shoppers to external brands’ websites if a searched product is unavailable on Amazon.
A company spokesperson confirmed the strategic decision to TechCrunch, emphasizing that the shutdown was part of Amazon's ongoing evaluation of its features. "We regularly evaluate various features to better align with what customers tell us matters most, and as part of that, Inspire is no longer available," the spokesperson stated. The spokesperson also noted that there are still numerous ways for Amazon customers to find inspiration, including through creator storefronts and curated collections.
Inspire initially held potential as an alternative for American shoppers seeking product reviews from TikTokers, especially amid TikTok's uncertain future in the U.S. The timing of Inspire's discontinuation coincides with Amazon's partnership with Instagram in November 2023, aimed at facilitating shopping directly from the Meta-owned app. Furthermore, Amazon's shopping assistant, Rufus, launched last year, continues to support customers in their shopping experience.
The spokesperson clarified that the decision to terminate Inspire was not directly linked to the August 2023 controversy. Instead, it was part of a broader strategy to innovate and enhance the shopping experience through seamless social media integrations.
"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," said the company spokesperson.
Leave a Reply