Amazon is adding a TikTok-like feed of shoppable content to its app

The e-commerce giant is trying social shopping.

Once in the Inspire tab, shoppers can select from categories like interior design, pets, and skincare and scroll through content that features and links Amazon products. They can then purchase the items directly from the videos and photos.Amazon is probably one of the few companies that could meaningfully challenge TikTok when it comes to consolidating product discovery and shopping under one roof.

TikTok has already proven to be a powerful tool to drive sales of anything from makeup to cleaning products — the challenge is getting users to make purchases through the shortform video app. Many viral TikToks feature products available on Amazon, and influencers often refer viewers back to their Amazon storefronts to make purchases and earn themselves a commission. It makes sense that Amazon would want to claw back some of that user engagement.

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