Amazon Inspire video and photo feed available in the U.S.
According to Amazon, no two Inspire feeds are identical. The e-commerce giant says feeds are tailored to individuals based on “many preferences,” including the videos and photos shoppers like in Inspire. Consumers have dozens of options to browse content, including baking, cats, clearing, family travel, farmhouse decor, men’s style, skin care and yoga.
The retailer said any Amazon shopper can have content appear in Inspire through product reviews, which appear when consumers look for more information about products featured in the Inspire tab. People who are enrolled in Amazon’s influencer program can have their videos and photos posted on their influencer storefront featured in Inspire, and brands enrolled in Amazon’s brand registry can also have qualifying photos appear in the Inspire tab, the retailer said.
The move comes as social media platforms tweak their tools related to retail to adapt to shifting social commerce behaviors. YouTube last month killed a beta program that paid creators to post shoppable links in favor of a commission-driven program. Meta-owned Instagram earlier this year removed the shopping tab from the home feed of its app. Instagram also recently sunset a tool that allowed creators to tag products in their livestream videos.
TikTok, meanwhile, has increased its e-commerce ambitions in the U.S. The social media company earlier this year began testing in-app shopping with select retailers and merchants, such as Pacsun and KimChi Chic Beauty, RetailLeader reported. TikTok plans to roll the feature out more broadly later this year.
While social commerce hasn’t been as popular in the U.S. as it has been abroad — especially in Asia — the industry still has an impact domestically. According to a 2022 survey from DISQO, 51% of U.S. consumers who watched live or recorded shopping videos on social media made a purchase, compared to 27.2% who said they had not.