Amazon Shuts Down 'Inspire': The Trial of Social E-Commerce and the Rise of AI Shopping

Recently, Amazon announced that it was shutting down its short-video feature “Inspire,” a TikTok-like feature originally launched in late 2022 to provide users with a shopping experience where they could discover products through short videos and photos. However, as Amazon's focus shifted to deeper collaboration with artificial intelligence and social platforms, the feature became an experiment that was eliminated.
Inspire: a short-video shopping platform that failed to catch on
“Inspire is similar to TikTok's short video streaming, which allows users to browse product recommendations, reviews, and demonstrations uploaded by brands, online celebrities, and other users. It was initially launched with the intention of using short videos to engage young consumers and provide them with inspiration to directly drive purchasing behavior. This feature allows users to purchase the products they see at any time while browsing the short videos, thus disrupting the traditional e-commerce shopping experience.

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