Amazon Is Closing Down Its TikTok-Style Platform That No One Asked For
1 min read
Summary
In January this year, Amazon launched Inspire within its US app, a feed that operated in a similar way to TikTok, where users could find product-related videos and buy products directly from the app.
Now the feature has been retired and users are met with the golden retriever mascot Milly, who encourages users to use the AI shopping assistant Rufus and suggests going to Instagram for more visual inspiration.
This comes as TikTok was banned in the US, which initially came into force on 19th January 2025, but was then overturned the next day, however, it is still shrouded in uncertainty due to security concerns.
It remains to be seen if Amazon will revisit the idea if TikTok disappears again, however, with Instagram already offering vertical video marketing it may have been a hill too tall for even Amazon to conquer.
