Amazon Launches Video Shopping Feed, Allows Users To Shop As They Scroll

Amazon has announced the launch of its TikTok-like shopping feed to all customers in the U.S., inviting them to shop as they scroll -- now live on Android and iOS.

The company's new in-app shopping feed, called “Inspire," is personalized with shoppable photos and videos for each customer. “In just a few taps, discover new products or get inspiration on what to buy, all tailored to your interests,” writes Amazon on their website. “And then shop for those items on Amazon.”

"inspire" originally rolled out to select U.S. customers in December. Its

 content will be created by influencers, brands and other customers. Creators enrolled in the Amazon Influencer Program can post content, but customers cannot post directly to Inspire. Instead, they can submit product reviews that may appear in the video feed.

Brands can post to Inspire, including vendors and sellers enrolled in Brand Registry with an active Brand Store.

To begin, customers can open the Amazon Shopping app, sign into their account and then tap the Inspire icon on the bottom navigation bar, which resembles a lightbulb. From there, customers can choose from over 20 areas of interest such as skin care, hiking, interior design and travel.

While scrolling through the vertical video feed, customers can “like” content they see by double-tapping on their phone screens. Engagement buttons can be found on the right side of the screen, as with TikTok.

When customers are interested in a video, they can scroll horizontally to peruse the featured products and click to “see all details” to go to the item's product page where they can make a purchase.

Amazon Inspire is currently available to all customers in the U.S. via the Amazon mobile app on iOS and Android, but is not available on desktop.

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