LATEST DEVELOPMENT
Amazon discontinues Inspire, its in-app short-form video feed, shifting focus to external social partnerships and AI features.
INDUSTRY TALK
"Beyond Amazon, we know that customers look for inspiration and product recommendations in social feeds, and we're innovating to make shopping for Amazon products more enjoyable through seamless social media integrations."
AMAZON
TIMELINE SNAPSHOT
2022: Inspire launches
August 2023: Creator payment controversy
November 2023: Instagram partnership
2024: Feature shutdown announced
KEY FACTORS š±
Low creator compensation ($25 per video)
Limited content generation
Creator preference for other platforms
Shifting social commerce strategy
MARKET MOVES
Instagram shopping integration
Snap advertising partnership
AI assistant Rufus
Creator storefronts
THE BOTTOM LINE
Amazon abandons TikTok-clone strategy in favor of external partnerships and AI innovation, despite TikTok's uncertain US future.