Amazon is adding a new TikTok-like feature that showcases products on its platform with a scrollable feed of short videos and photos.
The new feature, called Inspire, will allow users to discover and buy products from content created on the platform by influencers, brands and other customers, the company said.
It was first rolled out to select US customers in early December as a light bulb icon on the Amazon app, and is expected to be widely available nationwide in the months to come.
To use this feature, Amazon instructs the user to open the shopping app and tap the light bulb icon in the navigation bar.
The platform then asks the user to select up to 20 interests, such as games, makeup, and interior design.
User feeds are personalized with photo and video content tailored to the user.
To view product reviews, users simply tap the content thumbnail.
“Inspire is designed to make it easy for you to explore new products, discover ideas, and seamlessly purchase content created by other customers, influencers, and the brands you love,” Amazon said. increase.
The new feed appears to be similar to both TikTok and Instagram, showcasing both short-form video and photo content.
Users can also double-tap anywhere on the screen to “like” feed content, similar to how they “like” posts on Instagram.
TikTok appears to be expanding into the e-commerce arena as well, despite facing a partial ban in several US states due to cybersecurity concerns.
Axios reported in October that the Chinese video-sharing platform could directly challenge Amazon in the US as it seeks to build its own product fulfillment center in the US.
Citing new job listings posted in the past, the report noted that TikTok may be looking to e-commerce as its next major source of revenue.
“By providing warehousing, shipping and customer service returns, we are helping sellers improve operational capacity and efficiency, provide buyers with a satisfying shopping experience, and ensure rapid and sustainable growth of the TikTok Shop. Our mission is to help the .
Job postings suggest that TikTok may be looking to work with vendors to handle product shipping and transportation and build its own e-commerce supply chain.
