Amazon has discontinued its TikTok-style shopping feed, Inspire, and is replacing it with Rufus, an AI-powered shopping chatbot. This shift comes after Inspire, launched in 2023, failed to gain the traction Amazon hoped for.
The Inspire feed allowed users to scroll through shoppable videos and images of products, posted by content creators and customers. It was designed to be a discovery tool, similar to TikTok’s “For You” page, and integrated with the Amazon Influencer Program, enabling creators to earn commissions on sales generated through their content. However, according to a report from The Information, Amazon recently notified users of Inspire’s discontinuation, and the feature’s icon has been removed from the Amazon app.
An Amazon spokesperson confirmed the shutdown, stating, “We regularly evaluate various features to better align with what customers tell us matters most, and as part of that, Inspire is no longer available.” While Amazon hasn’t explicitly stated the reasons behind Inspire’s closure, it’s speculated that the feature struggled to drive sales and attract consistent influencer engagement compared to platforms like TikTok, where creators often have more established audiences and revenue streams.
Amazon is now directing users towards alternative product discovery methods, including Rufus, its AI shopping assistant. Rufus interacts with customers conversationally, answering questions and providing personalized product recommendations based on their needs and preferences. For instance, a user could ask Rufus for “Best gifts for gamers,” and the chatbot would suggest gaming headsets, mice, keyboards, and consoles. Rufus can then refine its recommendations by asking follow-up questions about specific game genres or preferences, providing a more tailored shopping experience.
Interestingly, the timing of Inspire’s closure coincides with the ongoing legal and political discussions surrounding TikTok. Recently, TikTok returned to the U.S. App Store and Google Play following a temporary ban. While the app’s future in the U.S. remains uncertain, the removal of Inspire from Amazon’s platform might impact influencers who relied on it as a revenue source. However, Amazon Live, the platform’s live-streaming and live-shopping feature, remains active, offering an alternative avenue for creators to connect with customers and promote products.
In conclusion, Amazon’s decision to replace Inspire with Rufus reflects a strategic shift towards AI-powered personalized shopping experiences. While the long-term impact of this change remains to be seen, it underscores the evolving landscape of e-commerce and the increasing role of AI in shaping online shopping behaviors.
