Amazon challenges Tik Tok.
The e-commerce platform is inspired by the most popular social network among young people to promote the products of the moment, also thanks to VIPs and influencers.
Inspire is the new section of the e-commerce giant's app to scroll vertically, just like on Tik Tok, to view photos and short video clips on selected products.
Then a click will be enough to open the section relating to the object and buy it on Amazon.
Inspire will initially roll out to select customers in the US in early December and expand to the US in subsequent months.
At the moment there are no news on a possible launch in Europe.
The move can be read as a strategy to divert consumers' attention away from apps like TikTok and Instagram, where brands and influencers are increasingly producing content with links that take users to the website to finalize the purchase.
When you open Inspire, you'll be asked to choose from over 20 interests to customize your section feed.
While Inspire focuses on short-form video content, it also offers support for photos, making it something of a hybrid between TikTok and Instagram.
Like the latter, you can double-tap anywhere on the screen to "like" content with a red heart.
Amazon says that, over time, the feed will become more personalized as users make purchases, also proposing new interests,
more specific.
Longer term, the platform plans to add new features: “We reinvent ourselves every day to make shopping easy and fun,” Amazon Shopping director Oliver Messenger said at the launch.
"Inspire is a new experience that connects Amazon customers, influencers and brands. With just a few taps, everyone will be able to discover what's new and get inspiration on what to buy, all in one place."