Are you a creator? In that case read our Amazon Inspire guide for creators here.
Are you seeking innovative ways to engage with your target audience and boost your brand’s performance on Amazon? As social commerce continues to reshape the e-commerce landscape — projected to reach USD 699.4 billion in 2024 and surpass USD 1 trillion by 2028 (Statista, 2024) — Amazon Inspire offers brands, advertisers, and influencer marketers a powerful new avenue to connect with shoppers through engaging, curated content.
In this guide, you’ll discover how Amazon Inspire works, the unique benefits and challenges it presents for your brand, and actionable strategies to maximize your ROI. Whether you’re exploring Inspire for product discovery, storytelling, or leveraging influencer partnerships, this guide will equip your brand with the knowledge to thrive in this rapidly evolving social commerce ecosystem.
Launched in December 2022, Amazon Inspire is Amazon’s innovative response to the growing influence of short-form video content, popularized by platforms like TikTok. Designed to merge social media engagement with seamless shopping, Inspire transforms product discovery into an interactive experience through a vertical video format, similar to Instagram Reels or YouTube Shorts.
For brands, advertisers, and influencer marketers, Amazon Inspire provides a unique opportunity to connect with customers in a visually engaging and highly interactive way. Shoppers can browse through curated, content-driven recommendations directly in the Amazon mobile app, making the path from discovery to purchase shorter than ever before.
Inspire allows brands to showcase their products via videos and images posted by themselves or by partnering with content creators and influencers, who can earn commissions through Amazon's affiliate programs.
Understanding how Amazon Inspire works is essential for you to craft strategies that drive success for your brand. Here’s how Inspire operates and how you can leverage its features to connect with shoppers effectively.
When shoppers first access Inspire, they’re asked to select their interests from categories such as beauty, electronics, pets, and more. This initial setup allows Inspire to deliver content tailored to their preferences. For your brand, this means your products can be showcased to highly relevant audiences who are already interested in what you offer.
Inspire uses advanced algorithms to curate a personalized feed of shoppable photos and videos based on user interests and browsing behavior. By understanding how this algorithm works, you can optimize your content and collaborations with influencers to increase visibility in the feeds of your target customers.
The platform relies on short-form videos and images to engage shoppers. You can post visually compelling content or collaborate with influencers who create videos showcasing your products in real-world scenarios. This is your opportunity to capture attention, highlight key benefits, and inspire action.
Shoppers can tap on products featured in videos or photos to view details, check reviews, and complete purchases—all without leaving the app. For your brand, this seamless purchasing experience reduces friction in the buyer's journey, increasing the likelihood of conversions.
Inspire allows users to engage with content by liking it, which helps the algorithm further refine their recommendations. By consistently creating engaging and high-quality content, you can earn likes that boost your visibility in shoppers’ feeds.
Users can share products or content directly from the app with their network, amplifying your reach. Encourage influencers and customers to share your content to expand brand awareness and drive organic growth.
By leveraging Amazon Inspire, your brand can enhance visibility, engagement, and sales, all while staying ahead in the rapidly evolving e-commerce landscape. Below are the key benefits of Amazon Inspire for your brand.
Amazon Inspire helps your brand get noticed by the right audience.
Inspire’s interactive format fosters meaningful interactions between your brand and shoppers.
Inspire streamlines the customer journey from discovery to purchase.
Amazon Inspire allows you to leverage content-driven marketing without the high costs associated with traditional advertising.
Gain valuable data to fine-tune your marketing strategy.
By adopting Amazon Inspire early, your brand can stand out in the crowded e-commerce space.
Amazon Inspire complements the broader suite of Amazon tools available to your brand.
Now that we know all the benefits of Amazon Inspire, it’s essential to set up your brand for success from the start. Follow this step-by-step guide to get started on Amazon Inspire.
To participate on Amazon Inspire, your brand must first be part of the Amazon Seller Central ecosystem.
If your brand is not already enrolled in the Amazon Brand Registry, this step is crucial. The registry helps you protect your brand and gain access to enhanced marketing tools, including Inspire.
Amazon Inspire thrives on visually engaging content, so preparing high-quality videos and images is essential.
Once your account is active, you’ll need to optimize your profile to make the most of Amazon Inspire.
Boost the visibility of your Inspire content using Amazon’s advertising tools.
Amazon provides valuable insights to help you track the success of your Inspire efforts.
To maintain visibility and engagement on Inspire, you must remain active.
While Amazon Inspire offers a lot of potential for brands to connect with customers, it also comes with its share of drawbacks and challenges. Understanding these limitations is key to navigating the platform effectively and setting realistic expectations. Here’s a closer look at the challenges your brand may face with Amazon Inspire.
As a relatively new platform, Inspire still has room to grow, which can pose challenges for early adopters.
Producing high-quality, engaging content for Inspire can be time-consuming and costly.
Tip: Automate content creation by partnering with influencers and using influencer UGC for repost through your branded Amazon Inspire channel. Influencer Hero for example automatically collects all influencer UGC which you can conveniently access through a centralised content library.
The success of your Inspire strategy heavily depends on how well the algorithm surfaces your content.
Unlike traditional social media platforms, Inspire doesn’t provide the same level of tools to engage directly with customers.
Amazon Inspire operates within a set structure, giving you limited flexibility to differentiate your brand.
Collaborating with influencers is a key strategy for Inspire, but it comes with its own set of challenges.
Tip: use influencer marketing tools to streamline this process (more on this later).
While Amazon provides some metrics for Inspire, it doesn’t offer the depth of analytics available on other platforms.
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As previously mentioned one of the most important ways to succeed on Amazon Inspire is by partnering with influencers. In this chapter we will explain step by step how to set up your influencer campaign to succeed on Amazon Inspire.
You can make a list of relevant influencers manually by simply scouting Amazon for influencer storefronts. You can read in detail how to find influencers on Amazon here. The drawback is that this process is very time intensive.
Using influencer platforms for example will make the process easier and more efficient. With Influencer Hero for example you can use a detailed influencer discovery tool to find Amazon influencers, simply follow the steps below.
With Influencer Hero, you can streamline your outreach efforts by creating automated drip campaigns that handle follow-ups for you. Once you add influencers to your campaign, the system will automatically send out follow-up emails, ensuring consistent communication without manual effort.
Simply copy and paste the outreach template below or access all the templates including follow ups for free here.
SUBJECT: ENTER FIRST NAME OF INFLUENCER – ENTER YOUR BRAND NAME Amazon Aspire Partnership
Hi ENTER FIRST NAME OF INFLUENCER,
My name is ENTER YOUR NAME and I’m from ENTER YOUR COMPANY NAME. We are ADD ONE SENTENCE DESCRIPTION ABOUT YOUR BRAND.
We are looking for potential partnerships for our Amazon Aspire campaign and we love the content on your account {{influencer_handle}}!
It would be awesome if you could test our ENTER YOUR PRODUCT.
HIGHLIGHT YOUR USP AND YOUR PRODUCT IN ONE SENTENCE
I’m happy to send you one ENTER YOUR PRODUCT for you to test. Could you in return make a post about it on Amazon Inspire? (OPTIONAL: You would also earn commission on sales and if you sign up for our creator connections campain you will earn an additional 20% commission on top of your regular Amazon affiliate.
Please get back to me if you are interested in this opportunity.
Can I send you one of the ENTER YOUR PRODUCT?
Thanks
Best,
ENTER YOUR NAME
As you can see from the template we mentioned increased earnings for the influencer through creator connections. We will explain what Amazon Creator Connections is and why it is beneficial to combine it with your Amazon Inspire campaign in the next section.
If you want to read about this more in detail now you can access our detailed guide on Amazon Creator Connections here.
One other major benefit of Influencer Hero is that you can automatically include an AI generated personalized sentence to maximise your reply rate, like in the example below.
In short Amazon Creator Connections is a new tool offered by Amazon for brands to launch influencer campaigns. It is essentially a matchmaking platform where you as the brand can launch a campaign on which influencers then can sign up to be part of. Read our detailed guide on Amazon Creator Connections here.
The main reason why we recommend combining it is because you are able to offer increased affiliate commission to the influencers which can significantly increase the number of influencers which agree to join your campaign as it is more lucrative for them.
Influencers then typically include your product into their favourites within their Amazon storefront. See an example below.
Combining all of this within your Amazon Inspire campaign will allow you to maximise the impact of your campaign and also create a long term impact by having influencers include your product into their Amazon storefronts.
Once you have started your influencer outreach it is essential to effectively manage your campaign in order to navigate all the details including the ones discussed above related to creator connections and having your product included in the influencers storefronts.
Doing this manually using spreadsheets can get messy which is why we recommend using an influencer CRM. Below are some providers of influencer relationship management software:
With Influencer Hero we structure the CRM using outreach campaigns and relationship boards. Every influencer then has his or her own deal page where all data can be gathered.
Once your Amazon Inspire campaign is live and influencers have started posting on your behalf, analyzing performance is crucial to understand its impact and optimize future campaigns. Effective reporting allows you to assess ROI, refine your strategies, and ensure you’re making the most of Amazon Inspire’s potential. Here’s how you can approach campaign reporting.
Amazon Inspire offers insights into how your content is performing. Focus on these key metrics to evaluate your campaign’s success:
Each influencer’s contribution should be individually analyzed to understand their impact.
Not all products may perform equally well in your Inspire campaign.
Determine whether your campaign delivered on its goals by calculating the return on investment (ROI).
Use your findings to continuously improve your Amazon Inspire campaigns.
Amazon Inspire is an innovative tool that empowers brands to create meaningful connections with shoppers through engaging, curated content. By leveraging influencer partnerships, optimizing your Inspire strategy, and utilizing analytics, you can maximize visibility, boost engagement, and drive sales. While the platform has its challenges, the opportunities for growth in the social commerce space are immense. With the right approach, Amazon Inspire can become a cornerstone of your brand’s marketing efforts, helping you stay ahead in an ever-evolving e-commerce landscape.
Customers can access Amazon Inspire by opening the Amazon Shopping app and tapping the "sparkle" icon located on the bottom navigation bar. This feature is available on both iOS and Android platforms.
Content for Amazon Inspire can be created by:
All content undergoes a moderation process to ensure compliance with Amazon's guidelines.
Upon first use, Amazon Inspire prompts users to select their interests from various categories. The platform then uses advanced algorithms to curate a personalized feed of shoppable photos and videos based on these selected interests and the user's browsing behavior.
As of now, Amazon Inspire is available to all customers in the U.S. via the Amazon Shopping app. There is no official information regarding its availability in other countries.
Amazon Inspire offers consumers an engaging way to discover new products through a feed of personalized, shoppable photos and videos. It provides a seamless shopping experience by allowing users to explore products and ideas from other customers, influencers, and brands, making product discovery more interactive and tailored to individual preferences.
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