Amazon testing TikTok-style feeds on its app, AI firm says

This August 2022 screenshot provided by Watchful.ai shows a feed Amazon is testing on its app that enables shoppers to scroll through TikTok-like photos and product videos posted by other users. Using the feature, called Inspire, customers can like, save and share product posts and buy items directly from the feed, according to Israeli artificial intelligence company Watchful Technologies. The company analyzed the app and tracked the feature.  (via AP Watchful.ai)

This August 2022 screenshot provided by Watchful.ai shows a feed Amazon is testing on its app that enables shoppers to scroll through TikTok-like photos and product videos posted by other users. Using the feature, called Inspire, customers can like, save and share product posts and buy items directly from the feed, according to Israeli artificial intelligence company Watchful Technologies. The company analyzed the app and tracked the feature. (via AP Watchful.ai)

Associated Press

Amazon appears to be infected with the TikTok bug, joining other companies in grabbing consumers’ attention by introducing replicas of the popular social platform.

The e-commerce giant has been testing its app’s feed, which enables shoppers to scroll through TikTok-like photos and product videos posted by other users.

Using the feature, called Inspire, customers can like, save and share product posts and buy items directly from the feed, according to Israeli artificial intelligence company Watchful Technologies. The company analyzed the app and tracked the feature.

The test doesn’t mean Amazon will roll out the widget to the public in its current form — or at all. Amazon spokeswoman Alyssa Bronikowski declined to say whether the company plans to roll out the feature to all customers. Bronikowski said in a statement that the company “is continually testing new features to help make customers’ lives a little bit easier.”

The Wall Street Journal first reported the test. The Wall Street Journal, citing an unnamed source, said the company is testing the feature with a small number of Amazon employees.

Amazon often tries out new features, sometimes even targeting specific regions for their tests. Research firm Marketplace Pulse found earlier this year that amid regulatory pressure on its private label business, the company has been testing how to identify its brand in search results through the use of badges such as “Amazon Brand” or “Amazon Exclusive.” .

In its current form, the experimental TikTok-like feed mostly displays photos, said Daniel Buchuk, a researcher at Watchful Technologies. But if the feature rolls out, Buchuk suspects the feed will feature a lot of video, as Amazon sellers create content to make it more appealing to customers.

The parent companies of Google and Facebook, two of the biggest sellers of digital advertising, are already pushing their own TikTok clones to get eyeballs and keep them interested in their services to continue growing revenue.

Google’s YouTube video service, which was initially tested in India in 2020, rolled out a “short clip” feature limited to clips of one minute or less in the US last year. By June, Google said YouTube short clips had attracted more than 1.5 billion logins — a monthly increase in user numbers, though analysts believe TikTok’s popularity is denting the video site’s ad sales.

Those concerns were exacerbated by Google’s latest quarterly results, which showed YouTube’s year-over-year growth in ad sales slowed to its slowest pace since the site began publicly disclosing revenue.

Meanwhile, Facebook now offers its own TikTok, a short-video feature called Reels, on its Instagram app and major social networking service, which now operates as part of Meta Platforms. Earlier this year, Meta CEO Mark Zuckerberg said that rules account for more than 20 percent of the time people spend on Instagram.

But whether engagement is helping drive ad sales is unclear, after Meta recently reported its first year-over-year drop in quarterly revenue since Facebook went public a decade ago.

___

Associated Press business writer Michael Liedtke in San Francisco contributed to this report.

.

Leave a Comment

Your email address will not be published.