🚀 The rise of Inspire
Amazon launched Inspire in 2022 to compete with TikTok and YouTube Shorts. The feature let users scroll through videos of shoppable products in categories like home decor and skincare. It was Amazon’s attempt to make e-commerce feel more social and interactive.
📉 The struggle to gain traction
Despite the trend of social shopping, Inspire never took off. Amazon reportedly paid creators just $25 per video, a fraction of the market rate. Meanwhile, TikTok and YouTube continued to expand their own shopping features, making it harder for Amazon to compete.
🔄 Amazon shifts focus
Amazon still wants to make shopping more engaging. It now offers "Shop by Interest" and AI-powered shopping guides. The company also invests in social media integrations to drive product discovery outside its platform.
🛒 Social commerce’s future
Amazon's exit from Inspire shows that social commerce is tough. TikTok and YouTube lead the space, while Amazon refocuses on traditional discovery tools. The company says it will keep innovating to enhance the shopping experience.
Is social commerce the future of online shopping?
