Amazon.com Inc. has launched a feature in its app that will offer shoppers a TikTok-style feed of customized videos and photos, according to the Wall Street Journal.
The Journal reports that the feature, called Inspire, was launched Thursday for select customers, with Amazon
AMZN,
planning to make it available across the U.S. over the coming months. The portal appears as a light bulb at the bottom of the app, which, when clicked, takes the user to content geared to their interests.
Exclusive: How TikTok scrutinizes and scores the creators on its shopping platform
Amazon’s stock rose 1.7% on Thursday, outpacing the S&P 500’s
SPX,
gain of 0.6%. The company’s stock has fallen 46% this year, compared with a 17% decline in the S&P 500.
The rise of TikTok, which is owned by Chinese company ByteDance Inc., has prompted companies such as Amazon, Facebook parent Meta Platforms Inc.
META,
and Alphabet Inc.’s
GOOGL,
GOOG,
Google to ramp up their short-form video efforts.
TikTok is developing a system to score creators on their ability to sell goods and attract viewers, according to documents recently seen by MarketWatch.
