Amazon (AMZN  ) recently launched a new TikTok-like shopping platform called Inspire, which uses photos and short-form video clips to advertise products consumers can purchase on the e-commerce platform. This feature will enable customers to be able to search for new items as well as to shop for content from brands or influencers.

With Inspire, Amazon is looking for ways to keep audiences further engaged on its mobile app. Amazon also seems to be attempting to compete in the short-form video market, dominated by platforms like TikTok, Instagram Reels (META  ), YouTube (GOOGL  ). In the Amazon app, the Inspire feature will show up as a lightbulb image. It will be released to a group of customers located in the United States early on in December.

As soon as customers open up the Inspire tab, they can choose from various categories, such as interior design, pets, or skincare. According to Amazon, it decided to make Inspire in order to make the shopping experience "fun and easy" for consumers. It was created specifically for the purpose of browsing through various products in entirely new ways.

The Inspire feature is not available on desktop--it will only be accessible via the Amazon Shopping app when it does release. In terms of the types of items that Inspire is able to recommend, they will all be custom-made according to individual interests and preferences. It will come in the form of feed suggestions that will appear on the screen. Currently, brands, Amazon influencers, and consumers are able to make content for Inspire.

If Amazon users would like to go shopping for items, they can click on small buttons at the bottom of the screen (once the app is opened and the 'Inspire' feature is clicked). Then if users click on "See all details," they will be able to see the item's product page, and read further information about it. From there, users will have the ability to make purchases or add items to lists.

"We invent every day to make shopping easy and fun," said Amazon Shopping director Oliver Messenger about the upcoming feature. "Inspire is our new shopping experience that connects Amazon customers with shoppable content created by other customers, the latest influencers, and a wide range of brands. In just a few taps, customers can discover new products or get inspiration on what to buy, all tailored to their interests, and then shop for those items on Amazon."