Amazon tried to make shopping social. Here’s why it didn’t click

When Amazon killed its TikTok-style feed, Inspire, last month, most advertisers were unsurprised. In their eyes, it just didn’t seem to have gained any real interest.

“It never really felt like it had enough traction, in terms of scale, to invest more than an initial test for many brands,” said Joe O’Connor, senior director of innovation and growth at Tinuiti. O’Connor noted that his team didn’t see much adoption from their clients, so they weren’t shocked that Amazon sunsetted it.

And while Amazon was nowhere near reliant on the video feed to generate any significant revenue, it’s still a little surprising that even the biggest e-commerce player couldn’t make social commerce work.

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