Amazon has officially discontinued its TikTok-style shopping feature, Inspire, just over a year after its December 2022 launch. Inspire was designed as a short-form video and photo feed within Amazon’s mobile app, allowing users to discover and purchase products through content created by influencers, brands, and customers. The decision to shut down the feature reflects Amazon’s ongoing efforts to adapt its offerings based on user feedback and market trends.
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Reasons for Discontinuation
Customer Disinterest
Despite the growing popularity of social commerce, Inspire failed to resonate with Amazon’s customer base. Many users perceived the feature as a stream of advertisements rather than a source of genuine product reviews or recommendations.
Challenges with Influencer Engagement
Inspire faced backlash in 2023 when Amazon attempted to incentivize content creation by offering influencers $25 per qualifying video or $12,500 for up to 500 videos. Many creators considered this compensation insufficient, leading to limited participation and a lack of compelling content on the platform.
Competition from Other Platforms
Social media platforms like TikTok and Instagram already dominate the social commerce space. Amazon’s partnerships with Instagram and Snapchat in 2023 allowed users to shop directly through these apps, reducing the need for a proprietary feature like Inspire.
Shift Toward AI Integration
Amazon is increasingly focusing on artificial intelligence to enhance its shopping experience. The company is replacing Inspire with “Rufus,” an AI-powered shopping assistant designed to provide personalized recommendations and streamline the shopping process.
Broader Context
Inspire’s discontinuation comes at a time when social commerce is expanding rapidly in the U.S., projected to become a $100 billion industry in 2025. Despite this growth, Inspire struggled to compete with established platforms like TikTok Shop, which recorded significant sales milestones such as $100 million on Black Friday 2024. Additionally, TikTok’s uncertain future in the U.S. due to regulatory challenges could have presented an opportunity for Inspire, but Amazon chose instead to focus on other strategies.
Future Directions
Amazon remains committed to social commerce through alternative channels:
- Partnerships with platforms like Instagram and Snapchat enable seamless shopping experiences outside Amazon’s ecosystem.
- Features like creator storefronts and curated collections continue to provide inspiration for shoppers.
- Investments in AI technologies, including Rufus and other tools, signal a strategic pivot toward leveraging machine learning for personalized shopping experiences.
Inspire now joins other discontinued Amazon experiments, such as the Fire Phone and Dash buttons, as the company refines its approach to meeting customer needs in an evolving e-commerce landscape.