The rise of TikTok has prompted companies like Amazon to ramp up their short-form video efforts.
Amazon.com Inc. has launched a feature in its app that will offer shoppers a TikTok-style feed of customized videos and photos, according to the Wall Street Journal.
The Journal reports that the feature, called Inspire, was launched Thursday for select customers, with Amazon AMZN, +2.14% planning to make it available across the U.S. over the coming months. The portal appears as a light bulb at the bottom of the app, which, when clicked, takes the user to content geared to their interests.Amazon’s stock rose 1.7% on Thursday, outpacing the S&P 500’s SPX, +0.75% gain of 0.6%.
The rise of TikTok, which is owned by Chinese company ByteDance Inc., has prompted companies such as Amazon, Facebook parent Meta Platforms Inc. META, +1.23% and Alphabet Inc.’s GOOGL, -1.30% GOOG, -1.26% Google to ramp up their short-form video efforts. TikTok is developing a system to score creators on their ability to sell goods and attract viewers, according to documents recently seen by MarketWatch.
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