Amazon Is Introducing a TikTok-Like Shopping Feed

Amazon is trying to get in on the "TikTok made me buy it" trend.

Courtesy Amazon

TikTok's powerful algorithm has proven to be a successful demonstration of purchasing power — fromlaunchingsuccessful businesses to reportedly drivingshortages的variousfoodsused in recipes that go viral on the app.

TikTok also has an integration with Shopify and an e-commerce platform for sellers calledTikTok shop.

Now, Amazon wants in on the short-form content action. The company announced Thursday via theWall Street Journalthat it was introducing a pilot version of a short-form video app geared towards product discovery called, Inspire.

The app will be available to certain customers in early December and is expected to open up to more customers in the U.S. within the next several months, the company toldWSJ.

"Video-based content really helps [customers] to understand the product more," said Oliver Messenger, director of shopping at Amazon, perWSJ.

The feature will be available on Amazon's shopping app, which, after selecting from an array of interests (like skincare or pets), will become more personalized over time based on how users interact with the products, Messenger told the outlet. (TikTok has anotoriouslyaddictive, personalized algorithm.)

Amazon has reportedly been testing this product since August, perWSJ, and it follows other major companies that have struggled to compete with TikTok — and went on to make a similar product — including Meta Platforms, which introduced its own short-form video platform on Instagram, called Reels.

TikTok has maintained its strength even amid a difficult environment for its peers, with layoffs at companies from Meta Platforms to Twitter to Amazon. The company isreportedly still hiring, despitereports的an intense culture. It is also facingincreased regulatory scrutiny.

Related:I Ran the First Version of TikTok. Here's What I Learned About Spotting Viral Trends.

According toTechCrunch, Amazon is already working with its influencers to create content for the app.

Inspire. Courtesy Amazon.

"We invent every day to make shopping easy and fun. Inspire is our new shopping experience that connects Amazon customers with shoppable content created by other customers, the latest influencers, and a wide range of brands," Messenger added to雷竞技手机版via email.