Amazon Aired TikTok-like Shopping Feature

“Engaging and fun short-form video content is the easiest way to get my audience’s attention,” Practically Pursia, an Amazon influencer, said in a statement. “Inspire is going to help me expand the business I’ve already built with Amazon by giving my audience the convenience of shopping items from my content within the Amazon app instead of requiring them to leave and find the item on their own. It’s genius.”

The launch comes as Amazon faces challenges in its retail division. The company canceled or postponed the opening of multiple fulfillment warehouses, and CEO Andy Jassy has been overseeing layoffs and hiring freezes within the retail arm of the business. It also closed many of its non-grocery physical stores this year.

Social commerce continues to be a growing focus for many social media apps as well as brands. In October, TikTok started posting job openings for fulfillment centers, indicating an interest in having a more direct role in the product promotion occurring on its app. Formal attire retailer David’s Bridal started a campaign on TikTok with shoppable content in June, which brought in a click-through rate twice it’s average. Apparel company Pacsun has also been betting big on TikTok’s reach to customers, hitting its goal to have 2 million followers on the app in August.

Source: marketingdive.com