Amazon is the most recent digital company to adopt a strategy that is similar to that of TikTok. The Wall Street Journal was the first publication to reveal that the e-commerce giant Amazon will be launching a new feed within the Amazon app that would include photographs and videos of products that customers could purchase.
The feed, which Amazon calls Inspire, is the company’s attempt to persuade app users to make purchases when they view products in online content. This is something that other tech businesses are also seeking to achieve, and it is something that Amazon is calling its own endeavor. TikTok has been hard at work on its own in-app shopping options, including Livestream shopping, and YouTube added affiliate marketing and shopping to its TikTok replica, Shorts. Both of these features are aimed at competing with TikTok’s popularity.
A limited number of customers in the United States will be given access to Inspire at the beginning of this month. The feature will be represented in the Amazon app by a lightbulb icon. According to the Journal, the firm has also been hiring influencers to produce films for the feed, in addition to selections from brands and regular consumers, as it seeks to tap into social purchasing. According to a report that appeared in the Journal this summer, Amazon began testing Inspire with its own staff.
Customers may browse through material that showcases and links to Amazon products while in the Inspire tab, where they can also select from a variety of categories such as “interior design,” “pets,” and “skincare.” After that, they are able to make purchases immediately from the videos and photographs of the products.
When it comes to bringing product discovery and purchase under one roof, Amazon is perhaps one of the few companies that may pose a significant challenge to TikTok’s dominance. TikTok has already demonstrated that it can be an effective tool for driving sales of a wide variety of things, from cosmetics to household goods. The problem now is to convince users to make purchases using the short-form video app. There are a lot of viral TikToks that highlight things that are available on Amazon, and influencers frequently direct viewers to their own Amazon stores so that customers can make purchases and the influencers may earn commissions. It is hardly surprising that Amazon would like to reclaim some of the engagement that it lost from its customers.
However, TikTok also has ambitions to grow its business so that it is more comparable to that of Amazon. It appears that the corporation is working on developing its own fulfillment centers in the United States to work in conjunction with its shopping capabilities, as indicated by job postings that were posted this fall. According to the employment advertisements, the organization would be responsible for storing as well as refunds.
