Amazon Shuts Down ‘Inspire’ and Invests in AI Shopping
Amazon is saying goodbye to its TikTok-style feature named ‘Inspire.’ The company announced that it would be discontinuing the feature due to a lack of user interest. Instead, Amazon is boosting its investment in ‘Rufus,’ an AI-powered shopping assistant meant to help customers find products.
Launched back in 2022, ‘Inspire’ allowed shoppers to discover and buy products through short videos and images, similar to TikTok. Content came from influencers, brands, and other customers.
An Amazon spokesperson confirmed the move, noting that the company regularly evaluates its features to ensure they align with customer needs. They added that ‘Inspire’ is no longer available.
‘Inspire’ aimed to get in on the growing social commerce trend. The platform enabled content creators to promote products and earn commissions through the Amazon Influencer Program. However, it struggled to attract creators and generate the same level of user engagement seen on platforms like TikTok and Instagram.
Despite ending ‘Inspire,’ Amazon is still working on new ways for customers to shop and find products. The company has rolled out ‘Rufus,’ an AI shopping assistant. ‘Rufus’ is designed to respond to questions and offer personalized recommendations, hopefully making the shopping experience more enjoyable and efficient.
