Image source: Amazon
Building on social shopping trends, Amazon is introducing a TikTok-style video feed called Inspire. The feed will feature products available to purchase on Amazon, focusing on customers discovering and understanding new products. The introduction of this feature comes as Amazon has seen a drop in customer satisfaction. With some of the leading customer satisfaction issues relating to search functions, the introduction of Inspire will go some way to addressing this.
The success of the short-form video platform TikTok has led many social media companies to follow suit, with YouTube Shorts and Instagram Reels providing similar video feeds. Although there have been attempts to replicate this formula in social shopping, many companies have struggled to make the crossover. However, TikTok’s integration of social commerce onto the platform has led many companies to consider the potential of the short-form format in product discovery.
Having been tested on a group of Amazon employees, Inspire is intended to add a new pathway for customers to discover and understand products on the site. The portal will be accessible from within the app, with influencer-brand collaborations forming a key component of the new feature. Inspire will include options for customers to select several categories to tailor their feed to individual shopping interests. Inspire’s algorithm will continue to tailor and curate customers’ feeds based on their interaction with the platform.
In addition to options to like and purchase products from the feed, Amazon’s director of shopping Oliver Messenger has discussed plans to expand the social media components of the portal. This would include options to share products and discover product media currently trending on the in-app video feed. Influencer collaborations would allow creators to earn money and build their profile through the platform with videos and other media containing affiliate links.
Despite the success of short-form video content, many companies have struggled to fully integrate this feature into their e-commerce platform. Meta have seen success with short-form content in a social media content, however this did not translate to their e-commerce platform launched in 2020. One of the main issues related to accessing product information within the platform. Avoiding similar issues will be key for Amazon. The company have made significant jobs cuts this year and have stated that sales figures for the fourth quarter of 2022 may fall short of expectations. Inspire’s potential to integrate social shopping into Amazon’s customer experience is being implemented at a crucial time for the company.
Image source: Amazon
Building on social shopping trends, Amazon is introducing a TikTok-style video feed called Inspire. The feed will feature products available to purchase on Amazon, focusing on customers discovering and understanding new products. The introduction of this feature comes as Amazon has seen a drop in customer satisfaction. With some of the leading customer satisfaction issues relating to search functions, the introduction of Inspire will go some way to addressing this.
The success of the short-form video platform TikTok has led many social media companies to follow suit, with YouTube Shorts and Instagram Reels providing similar video feeds. Although there have been attempts to replicate this formula in social shopping, many companies have struggled to make the crossover. However, TikTok’s integration of social commerce onto the platform has led many companies to consider the potential of the short-form format in product discovery.
Having been tested on a group of Amazon employees, Inspire is intended to add a new pathway for customers to discover and understand products on the site. The portal will be accessible from within the app, with influencer-brand collaborations forming a key component of the new feature. Inspire will include options for customers to select several categories to tailor their feed to individual shopping interests. Inspire’s algorithm will continue to tailor and curate customers’ feeds based on their interaction with the platform.
In addition to options to like and purchase products from the feed, Amazon’s director of shopping Oliver Messenger has discussed plans to expand the social media components of the portal. This would include options to share products and discover product media currently trending on the in-app video feed. Influencer collaborations would allow creators to earn money and build their profile through the platform with videos and other media containing affiliate links.
Despite the success of short-form video content, many companies have struggled to fully integrate this feature into their e-commerce platform. Meta have seen success with short-form content in a social media content, however this did not translate to their e-commerce platform launched in 2020. One of the main issues related to accessing product information within the platform. Avoiding similar issues will be key for Amazon. The company have made significant jobs cuts this year and have stated that sales figures for the fourth quarter of 2022 may fall short of expectations. Inspire’s potential to integrate social shopping into Amazon’s customer experience is being implemented at a crucial time for the company.
