Amazon Ends TikTok-Inspired 'Inspire' Feature After Struggles to Gain Traction

The e-commerce giant shifts focus to AI tools and social media partnerships as it reevaluates its approach to product discovery.

Amazon has shut down its Inspire feature, a TikTok-style shopping feed launched in late 2022, due to low adoption and limited creator engagement.
The feature aimed to integrate short-form videos and photos into Amazon's app but failed to replicate the organic social commerce success seen on platforms like TikTok.
Amazon is pivoting to AI-powered tools like Rufus, a shopping assistant that provides personalized product recommendations based on user queries.
The company is also strengthening partnerships with platforms like Instagram, TikTok, and Snap, enabling users to shop Amazon products directly through social media integrations.
This strategic shift acknowledges that customers often seek inspiration outside Amazon's ecosystem, prompting brands to adapt their social commerce strategies accordingly.