This is not the first time Amazon has tried to introduce social features to its shopping app. Earlier it tried to innovate on an Instagram-like feature called Amazon Spark, but it did not see much success and had to take it down. It also launched livestream shopping with Amazon Live which garnered a good response.
With the Inspire feed, it now hopes to delve further into social shopping and attempts to replicate the success of TikTok. Will this new feature lure customers and creators into its platform and take off to a flying start? We will have to wait and see.
But one thing is for certain – this move can push social commerce and shoppable media in a big way. Visual and social shopping features will become mainstream and can unlock new opportunities for brands.
In an ad ecosystem that was primarily dependent on search and PPC advertising, this could open up alternate marketing channels. There is an opportunity for brands to directly showcase their products on the feed and promote social discovery, engagement, and purchase, all in one window.
Moreover, Amazon’s jump into the social fold could also potentially pave the way for the debut of shoppable content on other e-commerce platforms. All in all, this could probably be a game-changer for shoppable ads and make content widely shoppable with a mere tap of a finger. Social commerce and shoppable media will become indispensable avenues that lead straight to shoppers’ hearts.