Amazon Inspire - Ecommerce meets Social Media

The boundaries between social media and commerce platforms have been blurring for some time now. While platforms such as Instagram and TikTok are increasingly entering the commerce sector, Amazon will soon be offering video and image content based on personal interests. Customers will discover products and trends tailored to them directly in the Amazon app, where they will ultimately make their final purchase.

Proven commerce platform meets young target group

Amazon's latest feature is designed to attract the attention of a young target group. Generations Z and Alpha move intuitively and naturally on platforms such as TikTok and Instagram. Purchasing decisions are made there based on recommendations from influencers and content creators. However, the focus is not on the purchase itself, but on entertainment. Through Inspire, Amazon is attempting to reach this target group while simultaneously retaining existing customers in the app and on Amazon.

Here's how it works:

The Inspire feed can be accessed via a light bulb icon within the Amazon Shopping app. Customers specify their interests within the 20 existing product categories. The look and feel is very reminiscent of the Pinterest interface. Everything else is tried and tested: users can like posts and, similar to TikTok, swipe up from the bottom of the vertical feed to see the next post.

Brands and authorized dealers can post their content and products on Inspire. They can access content from brand ambassadors or develop their own content, among other things.

To participate in the Inspire feature, you must be registered with Amazon Brand Registry and have an existing Brand Store. Traffic is ultimately directed to these stores, where customers make their purchases.

The possible Amazon Inspire rollout

Amazon has been testing the new shopping feature for selected customers and influencers in the US since mid-2022. From December 2022 and in the following months, the service is to be extended to all customers in the US.

It is not yet known whether and when Amazon Inspire will also be available in the EU. However, initial preparations are already visible in the Amazon backend. If the test phase is successful, a launch in Europe is likely. Working with an Amazon agency can help you get involved in the new program at a particularly early stage.

Conclusion

With its image and video content and user experience, the new format is strongly reminiscent of internationally renowned social media platforms such as TikTok, Instagram, and Pinterest. Amazon aims to tap into new, primarily younger target groups and retain them in the long term. The shopping experience is to be made more entertaining and thus become an experience in itself. Whether the marketplace will compete with the leading social media champions remains to be seen at this stage.