After Instagram and Facebook integrated " Reels " and YouTube launched " Shorts ", Amazon is also launching its own short video feature. Recently, according to foreign media The Wall Street Journal, Amazon began testing a feature in its app called " Inspire ", which will allow shoppers to swipe a steady stream of pictures and images of various products just like they do on TikTok . video.

According to the report, in the beta version, the location of this feature is a diamond-shaped icon in the lower left corner of the Amazon APP homepage. Click on the icon, and you will see a series of information flow of product pictures and videos. Users can like, save, and share product posts, and can also directly place orders to buy products. While most product content is now static images, the researchers say Inspire also provides video content to users.

Currently, the feature is being tested by internal staff and may eventually be released to more users . However, Amazon declined to respond, saying only that the company will continue to test new features to make life easier for customers.

Regardless of whether Amazon eventually releases the short video function, TikTok ’s form of social e-commerce has indirectly benefited Amazon a lot. On TikTok , Amazon’s product recommendations are hugely popular, with the hashtag #amazonfinds generating 25.7 billion total views .

Some TikTok bloggers have amassed millions of followers just by finding interesting Amazon products and making short videos to recommend them to users. Since Amazon's products can be detonated on social platforms, why don't you make short videos yourself? It is estimated that this is also the original intention of Amazon to test short videos.

Compared with the short shopping videos launched by social media, Amazon has a natural advantage. Generally speaking, customers who enter the Amazon program have shopping needs. By watching videos or pictures of interest, the probability of shopping after watching is very high. There is no need to invest a lot of time and money to complete the process from planting grass to shopping for consumers like other social platforms.

If Amazon's new features can land, it's also a good thing for sellers. First, sellers have an additional entrance to display products, and good videos can also increase product exposure, arouse consumers’ desire to buy, and increase sales. Second, sellers do not need to spend money to divert traffic from external social platforms, but directly convert within Amazon, saving a portion of advertising costs.

In addition, from the perspective of Amazon itself, Inspire has an interactive nature, allowing consumers to carry out human-to-human communication, and may also help improve the authenticity of reviews and help Amazon solve the problem of fake reviews that has been a headache.

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