Amazon has just lately determined to close down its cellular app’s quick video and picture function known as Encourage. Encourage, which began in 2022, lets customers discover merchandise by way of movies and footage made by influencers, manufacturers, and different prospects, much like what TikTok does.

Whereas the doubts about TikTok could have had one thing to do with it, it is arduous to think about prospects would desire a service designed to primarily play advertisements for them. Whereas it appears like a TikTok clone, Encourage is extra like a stream of ads relatively than something resembling critiques or neutral content material.

Amazon acknowledged that the closure is a part of the corporate’s common course of to ensure it has options that match prospects’ needs. Encourage may need been choice for US customers searching for product critiques and suggestions. Nonetheless, Amazon’s latest partnerships with different social media platforms may need made it appear much less essential for the service to have its personal quick video function.

In November 2023, Amazon teamed up with Instagram to let folks store straight from its web site utilizing the Meta app. Amazon additionally partnered with Snap to assist customers purchase Amazon merchandise by way of social media advertisements. These are sensible methods to compete with Temu and Shein.

Encourage’s previous has had its share of points. In August 2023, Amazon tried to usher in creators with a payment program that many criticized. They supplied $12,500 for as much as 500 movies, which comes out to $25 for every qualifying video. Many influencers felt this cost wasn’t sufficient, and to be trustworthy, that’s actually low. This may need led to a scarcity of content material on the platform.

Whereas social feeds are vital for locating merchandise, not each storefront must make its personal. Teaming up with Instagram and different shops looks like the perfect course for Amazon.

Supply: TechCrunch