As TikTok’s rising success continues in the global e-commerce market, the platform remains the leading master of short-form video content.

As such videos continue to drive sales for viral products, it was only a matter of time before major e-commerce companies caught onto the trend by advancing their social commerce offering.

Amazon’s answer to this was its ‘Inspire’ feed, found on its mobile app after launching in December 2022. Reviewers were quick to compare the new feature to TikTok, suggesting that it provided similarities for customers to “explore, discover, and shop for new products that match their personal interests — presented by influencers, brands, and other Amazon customers.”

The feature provides full-screen video and photo content, all which feature in a scrolling product listing within the app. This includes product reviews, content from influencers in the Amazon Influencer Programme — more on that later — and posts from brands that are part of  the “Brand Registry” for the “Amazon Posts” social feed.

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