Amazon will launch a purchasing platform similar to TikTok as part of a social commerce drive

In an effort to draw customers, Amazon.com plans to launch an e-commerce app with a feed similar to TikTok.

Amazon.com Inc said Thursday it will launch a TikTok-like feed on its e-commerce app, hoping to attract new shoppers with a series of photos and videos from their favourite influencers.

The move comes as business activity slows in response to an uncertain economy and decades of high inflation. The feature is also intended to appeal to a young audience that responds to formats like short videos, made popular by TikTok and Instagram.

Users can access the feed by clicking the “lightbulb” button on the bottom bar of the Amazon app. The feature will be available to select US users early this month and will roll out to all US users in the coming months.

Amazon has warned that its fourth-quarter sales could fall short of expectations and recently moved to remove thousands of roles at the company.

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