Amazon Ends Inspire Amid TikTok Challenges

Amazon has shut down Inspire, its TikTok-like feed designed for product discovery via short-form videos and photos, a feature initially launched in 2022. Inspire offered users the ability to shop directly from content created by influencers and brands but struggled with creator engagement, partly due to low compensation rates for content creators. The decision aligns with Amazon's strategy to focus on features that resonate more with customers, as stated by a company spokesperson. The shutdown of Inspire comes as TikTok faces regulatory challenges in the U.S., suggesting a shift in Amazon's strategy to leverage existing social media channels rather than developing its own. Amazon continues to innovate in social commerce through partnerships with platforms like Instagram and Snap, and by developing AI-driven shopping tools. Despite the closure, Amazon maintains several other shopping features and continues to explore AI enhancements.