Amazon has launched its in-app TikTok-like shopping feed, Amazon Inspire, to all customers in the United States. The feature had been rolled out to select US customers in December 2022 after the e-commerce giant had experimented with the TikTok-like shopping feed last summer. The new feature allows consumers to explore products and ideas and shop from content created by influencers, brands, and other customers.

To use Inspire, customers need to open the Amazon Shopping app, sign in to their account, and tap the Inspire “light bulb” icon on the bottom navigation bar. Customers will then be prompted to choose from over 20 interests, including makeup, skincare, pets, gaming, plants, hiking, interior design, travel, running, and more to personalize their Inspire feed.

Users can double-tap anywhere on the screen to “like” the content they see, and the scrolling experience is similar to using TikTok’s vertical video feed, where customers swipe up from the bottom to see the next video. Engagement buttons are on the right side of the screen, just like they are on TikTok.

If customers see something they like, they can scroll horizontally through the small buttons that display the products in the video at the bottom of their screen. When customers click on a product, it will appear in an overlay window on top of the video. Customers can select the “See all details” button to be taken to the item’s product page where they can make a purchase or add the item to a list.

Creators enrolled in the Amazon Influencer Program can post content to Inspire. When customers shop from a creator’s content, the creator is eligible for a commission. Customers cannot post to Inspire, but they can submit a product review, which may appear in Inspire. If a customer’s product review appears in the Inspire feed, they will not earn a commission. Brands can post to Inspire, including vendors and sellers enrolled in Brand Registry with an active Brand Store.

The US-wide launch of Inspire comes as Amazon has a long history of incorporating popular formats from social media as a means of engaging shoppers and inspiring purchases. For instance, the e-commerce giant launched a Pinterest-like feature called Interesting Finds back in 2016. A few years later, Amazon launched an Instagram clone called Amazon Spark but ended up shelving the program in 2019 after only a couple of years. Unlike social media platforms like TikTok, Amazon’s take on popular formats is to push products.

It remains to be seen if Amazon will be able to deliver a product that is both entertaining and worthwhile when shopping. Amazon Inspire is currently available to all customers in the US via the Amazon mobile app on iOS and Android. Inspire is not accessible via desktop.

Amazon has launched its in-app TikTok-like shopping feed, Amazon Inspire, to all customers in the United States. The feature had been rolled out to select US customers in December 2022 after the e-commerce giant had experimented with the TikTok-like shopping feed last summer. The new feature allows consumers to explore products and ideas and shop from content created by influencers, brands, and other customers.

To use Inspire, customers need to open the Amazon Shopping app, sign in to their account, and tap the Inspire “light bulb” icon on the bottom navigation bar. Customers will then be prompted to choose from over 20 interests, including makeup, skincare, pets, gaming, plants, hiking, interior design, travel, running, and more to personalize their Inspire feed.

Users can double-tap anywhere on the screen to “like” the content they see, and the scrolling experience is similar to using TikTok’s vertical video feed, where customers swipe up from the bottom to see the next video. Engagement buttons are on the right side of the screen, just like they are on TikTok.

If customers see something they like, they can scroll horizontally through the small buttons that display the products in the video at the bottom of their screen. When customers click on a product, it will appear in an overlay window on top of the video. Customers can select the “See all details” button to be taken to the item’s product page where they can make a purchase or add the item to a list.

Creators enrolled in the Amazon Influencer Program can post content to Inspire. When customers shop from a creator’s content, the creator is eligible for a commission. Customers cannot post to Inspire, but they can submit a product review, which may appear in Inspire. If a customer’s product review appears in the Inspire feed, they will not earn a commission. Brands can post to Inspire, including vendors and sellers enrolled in Brand Registry with an active Brand Store.

The US-wide launch of Inspire comes as Amazon has a long history of incorporating popular formats from social media as a means of engaging shoppers and inspiring purchases. For instance, the e-commerce giant launched a Pinterest-like feature called Interesting Finds back in 2016. A few years later, Amazon launched an Instagram clone called Amazon Spark but ended up shelving the program in 2019 after only a couple of years. Unlike social media platforms like TikTok, Amazon’s take on popular formats is to push products.

It remains to be seen if Amazon will be able to deliver a product that is both entertaining and worthwhile when shopping. Amazon Inspire is currently available to all customers in the US via the Amazon mobile app on iOS and Android. Inspire is not accessible via desktop.