Amazon launches new TikTok-like tailored shopping feature

In brief

Amazon has launched a new personalised in-app shopping feed that shows users shoppable photos and videos tailored to their selected interests and engagement.

The TikTok-like feature, named Inspire, is accessed via the Amazon Shopping app.

Inspire aims to compete more directly with other platforms’ own ecommerce offerings. TikTok’s TikTok Shop feature launched at the beginning of November, and YouTube is reportedly developing its own shopping features for its short-form video player Shorts.