Amazon is the latest tech company to take a page out of TikTok’s playbook. The e-commerce giant announced it was launching a new feed in the Amazon app with photos and videos of items users can purchase, reported by The Wall Street Journal. The feed, which Amazon is calling Inspire, is the company’s attempt at getting app users to make purchases as they’re seeing products in online content – something other tech companies are also attempting to do. TikTok has long been working on its own in-app shopping features, including livestream shopping, and YouTube added affiliate marketing and shopping to its TikTok copy, Shorts. Inspire will appear as a lightbulb icon in the Amazon app and will roll out to select US shoppers early this month. The company has also been recruiting influencers to produce videos for the feed, along with selections from brands and regular customers, as it looks to tap into social shopping. Amazon began testing Inspire with employees this summer and it is probably one of the few companies that could meaningfully challenge TikTok when it comes to consolidating product discovery and shopping under one roof.