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Amazon is swiping away Inspire, its in-app, TikTok-like feature that used video content to influence consumer purchases.
When users attempt to access Inspire, they’re met with a message that notes that “Inspire is no longer available in the Amazon shopping app” and directs them to Amazon’s chatbot, Rufus, as well as some of its other AI-powered tools, like AI shopping guides and its image-based search function.
Amazon did not immediately return Sourcing Journal’s request for comment, but a spokesperson told TechCrunch that the company had shifted its priorities based on consumer sentiment.
“We regularly evaluate various features to better align with what customers tell us matters most, and as part of that, Inspire is no longer available,” the spokesperson reportedly said. “Beyond Amazon, we know that customers look for inspiration and product recommendations in social feeds, and we’re innovating to make shopping Amazon products more enjoyable through seamless social media integrations.”
Amazon first launched Inspire in December 2022, and since then, it has used the platform to serve up video content featuring reviews and product information to consumers. At times, it has worked to partner with various influencers to bring their content into the company’s play at social commerce.
The company did not share a direct reason for sunsetting Inspire. Last year, it formalized a partnership with Bytedance-owned TikTok to enable in-app purchasing from Amazon. The company has previously partnered with Pinterest and Meta’s Instagram on similar deals.
Still, TikTok’s future remains a bit dicey, though perhaps less so now that President Donald Trump has entered office. The app was supposed to face a ban if it had not been sold to an American owner by Jan. 19. Ultimately, it had not been sold by that point, but Trump signed an executive order on Jan. 20 pausing Congress’ ban for 75 days. It remains to be seen whether the app, and, as a result, its social commerce function, will continue to have a future in the U.S. market this year.
Amazon’s most recent snip comes not long after the company announced it would also discontinue offering its Try Before You Buy feature, which allowed consumers to test out certain products in their homes before deciding whether to return or purchase it. The company also cited consumer interest in Rufus and other AI-powered tools, like size recommendations and virtual try-on tools, upon making that announcement.
It remains to be seen how, if at all, the company will work to build further AI tools and infrastructure that could provide consumers with alternatives to those tools.
Still, other offerings it has pushed out that emulate other major players—like its direct-from-China, low-cost marketplace, Amazon Haul, which bears striking resemblance to the Temu model, remain in effect.
