Amazon.com Inc (NASDAQ:AMZN) tested a feature in its app showing users a TikTok-style photo and video feed of products for shoppers to share with other users, the Wall Street Journal reports.
Amazon joins other major technology firms like Meta Platforms Inc (NASDAQ:META) and Google parent Alphabet Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) that gave in to the TikTok popularized short video frenzy.
Amazon tested the portal under the internal name "Inspire," appearing as a diamond widget on the home page of Amazon's app as per Israeli-based artificial intelligence firm Watchful Technologies Ltd.
The widget brings shoppers to a feed that shows a stream of images and videos of products. Shoppers can like, share, and ultimately purchase items, and Watchful researchers said the portal also features video content.
Around 67% of teenagers between the ages of 13 and 17 use the TikTok app as per a survey, WSJ writes.
In February, Meta launched its short-video product, "Reels," for all global Facebook users. Separately, more than 1.5 billion logged-in users watch YouTube "Shorts" a month, Google said in June after investing in short-form videos.
Amazon also posts live videos from creators on its website and tries to court elite social-media users to its influencer program. Its Chinese peer Alibaba Group Holding Ltd's (NYSE: BABA) live-streaming shopping market disrupted its primary businesses, Taobao and Tianmao.
China's two most prominent and fastest-growing video-sharing apps, Kuaishou and Douyin, owned by TikTok parent ByteDance are wreaking havoc on Alibaba.
China's shopping extravaganza "618" registered a GMV of 695.9 billion RMB from the major e-commerce platforms, including traditional e-commerce platforms and live-streaming e-commerce platforms.
Price Action: AMZN shares traded lower by 1.1% at $88.55 on the last check Wednesday.
Photo by Olivier-Bergeron via Unsplash
