Amazon has officially launched a brand new, TikTok-like shopping feed that supports both photos and short form videos as part of their app, according to an official announcement from the company.
Given the rise of popularity in live shopping steams globally, it makes sense that Amazon would make its own play in the niche, with their feature designed to draw consumers’ attention away from apps like ByteDance’s TikTok, where brands can directly market to their consumers, in an effort to drive more sales directly on Amazon’s website.
The feature is set to roll out to select customers within the United States in early December and will roll out to more customers within the United States in the months thereafter.
“We invent every day to make shopping easy and fun,” Amazon Shopping director Oliver Messenger said in an official statement. “Inspire is our new shopping experience that connects Amazon customers with shoppable content created by other customers, the latest influencers, and a wide range of brands. In just a few taps, customers can discover new products or get inspiration on what to buy, all tailored to their interests, and then shop for those items on Amazon,” Messenger said.