Amazon pulls the plug on TikTok-like feature Inspire

New Delhi: Amazon has officially discontinued Inspire, its TikTok-inspired shopping feature, less than three years after its debut. 

Launched in December 2022, Inspire was designed to bring a social media-style experience to the Amazon mobile app, offering users a scrollable feed of short-form videos and photos showcasing products from influencers, brands, and other customers. 

The decision to sunset Inspire was confirmed by an Amazon spokesperson, who stated, “We regularly evaluate various features to better align with what customers tell us matters most, and as part of that, Inspire is no longer available.” Users attempting to access the feature are now greeted with a message directing them to alternative discovery tools, including Amazon’s AI-powered chatbot, Rufus, and other features like “Shop by Interest” and AI shopping guides.

Inspire aimed to capitalise on the explosive popularity of social commerce platforms like TikTok, which has successfully integrated shopping into its short-video ecosystem. The feature allowed Amazon shoppers to browse and purchase products directly from curated content, spanning categories such as interior design, skincare, and pet supplies. Despite its promise, Inspire struggled to gain traction among both consumers and content creators. Reports suggest that influencers found the compensation—previously cited at $25 per qualifying video—uncompetitive compared to earnings on platforms like TikTok and Instagram.

Instead of doubling down on a standalone social commerce feed, Amazon is leaning into partnerships with existing social platforms—such as its recent integration with TikTok for in-app purchases—and bolstering its AI-driven tools.