Amazon has officially discontinued Inspire, its TikTok-inspired shopping feature that allowed users to discover products through short-form videos and photos.
A poll on our social media by Ileane Smith revealed a wide range of opinions, though most creators expressed indifference, with 66% saying they “don’t care/didn’t use it.” A significant portion, 19%, were surprised, responding with, “What? They shut it down?” while 5% said they were “glad” about the decision.
Only 4% mentioned they “liked Inspire,” and another 4% expressed disappointment, saying they would “miss my IBC bonus.” Only 2% felt it was “not a surprise,” citing that “Amazon never really promoted it.”
Launched in 2022, Inspire was Amazon’s attempt to tap into the growing social commerce trend by blending entertainment with shopping. However, the feature was discontinued after less than two years as part of Amazon’s broader strategic shift toward AI-driven solutions and external partnerships.
This move raises questions about the challenges of competing in social commerce and what it means for shoppers and creators who relied on Inspire. Let’s explore Inspire’s rise and fall, its challenges, and what Amazon is doing next.
What Was Inspire?
Inspire was Amazon’s response to the popularity of platforms like TikTok and Instagram, where users discover products through engaging, short-form content.
The feature appeared as a dedicated tab in the Amazon mobile app, offering a scrollable feed of videos and photos showcasing products in categories such as home decor, beauty, fashion, and pets.
Users could interact with the content by liking, commenting, and purchasing directly from the posts. The goal was to make shopping more interactive and fun, mimicking the experience of browsing social media while integrating Amazon’s product catalog.
At its core, Inspire aimed to appeal to younger, tech-savvy shoppers accustomed to discovering products through visual content rather than traditional search methods.
Why Was Inspire Discontinued?
Despite its innovative concept, Inspire struggled to gain traction. Here are some of the key challenges it faced:
Low Creator Incentives
One criticism of Inspire was its compensation model for content creators. Reports in August 2023 revealed that Amazon offered influencers $25 per video, significantly lower than industry standards.
For comparison, influencers on platforms like TikTok or Instagram can earn hundreds or even thousands of dollars per post, depending on their reach and engagement.
This low payout made it difficult for Amazon to attract top-tier creators, resulting in a lack of high-quality, engaging content. Without compelling videos, users had little reason to spend time on the platform.
Competition from Established Platforms
Inspire entered a crowded market dominated by TikTok, Instagram, and YouTube Shorts. These platforms already had established audiences, robust creator communities, and sophisticated algorithms for content discovery. Competing with these giants proved challenging for Amazon.
User Adoption
While Inspire had some users, many Amazon customers did not fully embrace the feature. For some, the app’s primary function is to shop efficiently, not to scroll through videos. Others found the Inspire content less engaging than what they were used to on dedicated social media platforms.
Amazon’s Shift Toward AI and Partnerships
The discontinuation of Inspire reflects Amazon’s broader strategic shift toward artificial intelligence (AI) and external partnerships to enhance the shopping experience.
AI-Powered Shopping Assistant: Rufus
In early 2024, Amazon introduced Rufus, an AI-powered shopping assistant designed to help customers find products more efficiently.
Rufus can answer questions, provide personalized recommendations, and assist with complex searches like “What should I pack for a beach vacation?” This move highlights Amazon’s focus on leveraging AI to make shopping more intuitive and personalized.
Social Media Partnerships
Amazon has also been forming partnerships with established social media platforms. In November 2023, the company partnered with Instagram and Snap to enable direct shopping through these apps.
For example, users can now shop for Amazon products directly from Instagram posts or Snapchat ads, bypassing the need for a separate Amazon app.
These partnerships allow Amazon to tap into these platforms’ user bases without building its social commerce ecosystem from scratch.
What Does This Mean for Shoppers and Creators?
For Shoppers:
If you enjoyed using Inspire, its discontinuation may be disappointing. However, Amazon is encouraging users to explore alternative ways to discover products, such as:
Amazon’s Homepage: Now features more curated content, including personalized recommendations and trending products.
Rufus: The AI shopping assistant can help you find products tailored to your needs.
Social Media: With Amazon’s partnerships, you can shop directly through Instagram and Snapchat.
For Creators:
The end of Inspire highlights the challenges of relying on a single platform for income. Creators active on Inspire may need to pivot to other platforms or explore Amazon’s affiliate programs, which offer alternative earning opportunities.
In an internal memo obtained by Business Insider, Amazon stated:
“We are constantly evaluating our offerings to ensure they meet the needs of our customers. While Inspire was an innovative experiment, we believe our resources are better focused on AI-driven solutions and partnerships that enhance the shopping experience.”
While the feature had potential, it ultimately struggled to compete with established platforms or attract enough high-quality content to keep users engaged.
For shoppers and creators, this shift reminds them of the importance of adaptability in the fast-changing world of e-commerce and social media. Whether browsing for products or creating content, staying ahead of trends is key to thriving in this dynamic landscape.
