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2022-12-09

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Amazon Is Launching TikTok-Style Feed in Bet on Social Commerce

Amazon.com Inc. has launched a TikTok-style service that will let shoppers buy merchandise from a cu

Amazon Is Launching TikTok-Style Feed in Bet on Social Commerce

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Despite these efforts, most customers don’t linger on the sprawling online marketplace. More than one in four Amazon purchases take three minutes or less.</p><p>So-called social commerce has long been popular in China but has been slow to catch on in the US. However, with TikTok making inroads in e-commerce, Amazon, Alphabet Inc.’s Google and Meta Platforms Inc.’s Facebook and Instagram have been adding social shopping features to their services — with mixed success.</p><p>Amazon’s new Inspire service, which will appear as a lightbulb-shaped icon on the app, will invite shoppers to select from more than 20 interests, including makeup, pets and gaming, which will then be used to tailor their feeds. Shoppers will be able to purchase merchandise posted by other customers, brands and influencers.</p><p>It’s not clear that Inspire will work. 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