Amazon Launches TikTok-Esque Content Feed In Social Shopping Push

Amazon Launches TikTok-Esque Content Feed In Social Shopping Push

Amazon has started rolling out a TikTok-like feature in its app that will let customers buy products from a customised feed of photos and videos.

The ecom giant launched the service for select customers in the US yesterday and plans to roll it out to everyone in the States over the coming months.

Amazon has named the new feature, which shows users a continuous feed of photos and videos showing off items they can buy, “Inspire.”

Oliver Messenger, Amazon’s director of shopping told the Wall Street Journal that short-form video is “an incredibly useful medium of helping people discover and understand products.”

“Video-based content really helps [customers] to understand the product more,” he added.

The new feature, which will appear as a lightbulb-shaped icon at the bottom of the Amazon app, adds to the company’s earlier efforts to tempt social creators and influencers to its platform. Amazon had created an influencer program to try a lure popular social media users to its platform with personalised pages and affiliate revenue.

The company had also seen a drop in customer satisfaction with survey data and customer feedback showing their displeasure with the company’s search results, products, and search ads.

With Inspire, customers will be prompted to select interests such as gaming or pets when they first open the feature. The portal will then curate content to shoppers’ interests, growing more attuned over time — just like TikTok. Amazon said shoppers will be able to buy products displayed by other customers, influencers and brands.

Lead image: Amazon/ WSJ




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