Amazon's recent decision to shut down its TikTok-style feed, Inspire, has not surprised many advertisers due to its lack of traction and user engagement. Experts highlight that while initial interactions with the feed showed promise, conversion rates remained low, indicating a disconnect between consumer expectations and Amazon's traditional e-commerce model. The platform's structure failed to embrace the spontaneous, social exploration typical of successful social commerce. Additionally, reliance on influencers was insufficient, with low compensation deterring content creators from actively engaging with the platform.
It never really felt like it had enough traction, in terms of scale, to invest more than an initial test for many brands.
During the first month, our client who sells home goods saw 31% more contact than with regular product listings, but only 0.8% of those who were interested ended up buying something.
Amazon's foundation isn't wired for the impromptu, social serendipity that characterizes platforms made for scrolling and discovery.
Two of the ad executives interviewed for this article confirmed that the creators they've worked with felt the $25 payment offered by Amazon was too low.
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