Amazon has decided to discontinue its short-form video and photo feed, Inspire, which allowed users to shop through influencer-created content. Launched in 2022, the feature faced criticism over compensation for creators and was seen as overlapping with TikTok's platform, especially during TikTok's uncertain standing in the U.S. Despite Inspire's closure, Amazon continues to pursue social commerce through partnerships with Instagram and Snap, enhancing direct shopping from these platforms while promoting other features like creator storefronts and AI shopping assistant, Rufus.
Amazon's Inspire feature, aimed at bringing TikTok-like video content to its app, is being shut down as part of a regular evaluation of customer needs.
Despite Inspire's potential as an e-commerce alternative amid TikTok's scrutiny, Amazon opted for partnerships with other social media platforms to enhance shopping experiences.
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