Amazon Shuts Down Its Unwanted TikTok-Like Platform

As we head into 2025, TikTok faces a precarious situation in the U.S., creating an opportunity for another platform to step in and capture its audience. Unfortunately, Amazon’s “Inspire,” created as a space for influencer-generated content, is no longer an option after its recent discontinuation.

Amazon’s Inspire Feature Is No Longer Going to “Inspire” You with Its TikTok-Like Experience

It’s official: Amazon Inspire is done. This feature, which appeared on the retail giant’s mobile app and showcased product-related videos, launched in the U.S. in 2023, serving as a hub for consumers to discover and influencers to promote new items.

Its interface was reminiscent of TikTok, allowing users to scroll through vertical videos and “like” their favorites. However, what set it apart was that each clip displayed a selection of products beneath it, enabling direct purchases with a simple tap.

Unlike platforms such as TikTok or Instagram, not everyone could contribute content. While Amazon sellers were allowed to post videos freely, influencers needed to enroll in the Amazon Influencer Program to share content and earn commissions.

Now, when you look for Amazon Inspire, you’re greeted by the friendly face of Milly, a golden retriever mascot, who informs you that “Inspire is no longer available in the Amazon shopping app.” In its absence, Amazon (through Milly) suggests utilizing its AI shopping assistant named Rufus.

Will Anyone Actually Miss Amazon Inspire’s Farewell?

It’s noteworthy that Amazon’s choice to discontinue Inspire comes at a time when TikTok isn’t exactly sweeping the competition off its feet. After much speculation, a TikTok ban was enforced in the U.S. on January 19, 2025, only for it to be lifted the next day. Although TikTok can once again be downloaded in the U.S., its fate remains uncertain due to ongoing security issues and geopolitical tensions.

So why would Amazon choose to step away now? TikTok’s possible return could leave users craving that quick, engaging content. In reality, though, the task may just be too daunting for Amazon to tackle—especially in a crowded social media landscape. It requires significant effort to draw users away from platforms they’re already familiar with.

For creators and brands, major players like Instagram already provide vertical marketing options, often with better returns. In August 2023, Bloomberg reported on the backlash Amazon encountered after offering only $25 per influencer video as part of an insufficient attempt to populate the Inspire feed.

Ultimately, engaging customers where they already hang out is crucial—and that’s Instagram. While shopping and discovering products within the same app is convenient, it’s just as simple to click on an Amazon product link from Instagram.

It seems that Amazon lacked the inspiration necessary to create a standout social commerce platform. Perhaps these types of platforms thrive better when they adopt a persona beyond pure commerce.