Rather than trying to force social behavior into its shopping app, the company appears ready to meet customers where they naturally seek inspiration.

Amazon is shutting down “Inspire,” its TikTok-like, short-form video and photo feed that was previously available in its mobile app. The feed allowed Amazon shut down “Inspire,” a TikTok-like video and photo feed that was available in its mobile app.

A mazon has discontinued Inspire, its TikTok-like feed featuring photos and videos of products, as reported earlier by TechCrunch. In a statement to The Verge, Amazon spokesperson

Amazon tried something similar, except that instead of turning a social media platform into a shopping platform, Amazon tried to turn a shopping platform into a social media platform with Inspire. However,

It wasn't working out.