Amazon Inspire: What the New Shoppable Video Feed Means for Brands

Amazon has introduced Amazon Inspire, a new shoppable feed of photos and videos inside the Amazon app. It is rolling out to select customers in the US first. If you have used TikTok or Instagram, the idea will feel familiar. Shoppers scroll a feed based on their interests, and can tap to buy products they see.

Here is what we know about Inspire and how brands can prepare.

What is Amazon Inspire?

Inspire is a feed inside the Amazon app, reached from an icon in the app’s navigation. Shoppers pick interests, such as home, beauty or fitness, and see a stream of content tailored to them. Each piece of content links to the products featured, so shoppers can buy without leaving the feed.

Content comes from influencers, brands and customers.

Why it matters

Amazon has always been where people go when they already know what they want. Inspire is built for discovery, for shoppers who are browsing without a specific product in mind. That is a new kind of traffic for Amazon brands.

It also follows a clear trend. Shoppers increasingly discover products through short videos and creators. Amazon wants that discovery to happen inside its own app.

How brands can prepare

Build a library of vertical content

Inspire is designed for phones. Short vertical videos and photos showing your product in real life are what fits. If you already create content for social media, you have a head start.

Use Amazon Posts

Brands have been able to publish shoppable images through Amazon Posts. Keeping Posts active builds the habit and content you will need. See our guide to Amazon Posts.

Work with creators

Influencer and customer content is a big part of Inspire. If you already work with creators, consider asking them to share content on Amazon too, through programs like the Amazon Influencer Program.

Make your listings ready for discovery traffic

Shoppers coming from a feed are earlier in their decision. Your listing needs to explain the product quickly. Strong lifestyle images, clear bullets and video on the product page help.

What we do not know yet

It is early. Amazon has not shared exactly how content will be chosen for each shopper, how brands will measure results or whether ad options will follow. We expect more details as the rollout grows.

The bottom line

Amazon Inspire brings social style discovery into the Amazon app. Brands that already create short, vertical, real life content will be in the best position. Start building that library now. If you want help with creative for Amazon, see our Brand Store and creatives service.

FAQs

What is Amazon Inspire?

Amazon Inspire is a shoppable feed of photos and videos inside the Amazon app, tailored to each shopper’s interests.

Who creates content for Amazon Inspire?

Content comes from influencers, brands and customers.

Is Amazon Inspire available everywhere?

It is rolling out to select customers in the US first, with wider availability expected over time.