Amazon Is Testing A TikTok-Like Feature To Showcase Products

Source: Amazon

Amazon may be getting in on the TikTok craze.

The e-commerce giant is internally testing a TikTok-like mobile feature called Inspire. The feature enables shoppers to scroll through a vertical feed and like, save, and click through to purchase the featured product.

Amazon's test should come as no surprise since more platforms are adopting and experimenting with full-screen, vertical feeds packed with snackable content. While social media platforms like Instagram, YouTube, Pinterest, Snapchat, and Reddit have invested heavily in TikTok-like experiences, platforms like Netflix and Spotify have also experimented with similar features.

Amazon’s increased investment in creators combined with market trends and the success of #AmazonMadeMeBuyIt and #AmazonFinds make a feature like this feel more natural than it might initially seem. Amazon already pays some creators to participate in its Amazon Live program, so it could take a similar approach and pay creators to create exclusive content for Inspire with the ability to also earn a commission. Creator-driven content would help add social proof for brands and their products on Amazon, as well as ratings and reviews.

One thing that could prove to be a barrier for something like this is the current backlash Amazon is experiencing from Gen Z creators. Over 70 TikTok creators with a following of more than 51 million have boycotted Amazon in recent weeks in an effort to push for higher wages and better working conditions for workers.