Amazon's new TikTok competitor, called Inspire, is now available to all US customers. Here's how it works.
The ecommerce giant began rolling out the feature in December. Amazon's TikTok competitor is now available to all customers in the US, the company confirmed to Insider.Users can access the feature on the Amazon mobile app via a light-bulb-shaped icon at the bottom of the screen. The feature resembles TikTok — an endless feed of short vertical videos created by members of Amazon's influencer program.
"I think it's a really big move by Amazon and it represents the overall industry when it comes to short-form video," Lindsey Gamble, associate director of influencer innovation at Mavrck,."Everyone is trying to create that TikTok-like experience, and it's going beyond the social-media platforms themselves."
How does it differ from TikTok, YouTube shorts, and Instagram reels? The content on Inspire is limited to product review videos, which include shoppable links to featured products. Clicking the product tag directs users to the product page, or to check out directly on the Amazon mobile shopping app. Inspire users can also pick from dozens of categories, like baking, coffee, or travel, to help determine what content they will be served.
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