Amazon has officially discontinued Inspire, a TikTok-like feature that displays photos and videos of products, according to a report by TechCrunch.

Company spokeswoman Maxine Tagay said in official statements: "We regularly evaluate various features to ensure they are compatible with what matters most to our customers, and as part of that, the Inspire feature is no longer available.

Amazon launched the Inspire feature in 2022 within its mobile application, as it enabled users to browse visual content of different products in the TikTok way in categories such as interior design, skincare, and pet products, with the ability to purchase products directly from the displayed photos and videos.

The move came at a time when TikTok itself was testing the advantages.