Amazon Needs "First Content", Short-Form Video Could Help

There have been reports recently that Amazon is testing a Tiktok-like feed. Of course there are disaster reports about an eCommerce site getting into social media, but likely that's not the intent.

Instead, what could be the goal?

Increasingly the game online is being won by platforms with "first content." First content means which platform creators design their newest and best content for, with a specific purpose in mind.

It's the reason it's important for Shopify to continue to engage developers, so that any apps come to Shopify first. A developer may never get around to developing their second app.

It's the same reason Instagram is reducing discoverability of Tiktok videos reposted to Reels. If you are the second platform, then you are on the road to decline.

Short-form video is becoming not only the primary vehicle for consumer inspiration and expression, it's also the most popular way for many creators to reach their followers. Amazon has an angle here that others in social media don't have.

Amazon visitors have their wallet out while browsing the site. If Amazon gets this bet right, they could inspire a whole new set of "first content" on the site. Amazon PDPs in particular have become an image-first affair. The image swipe of most PDPs have become filled with images containing infographics and videos.

That is only going to accelerate as Amazon prioritizes videos over all other content in the future.

Don't believe me? Then answer me this.

What was the first "first content" that Amazon ever prioritized online?

The answer? Reviews. Amazon essentially invented the online review and prioritized this content for many years before it had a blistering head start.

Think of video content optimized for Amazon for the purpose of engaging and inspiring consumers. Consumers at the top and middle of the purchase funnel need inspiration and education more than anything, and normal social media isn't designed as much for crass commercialism.

Just another way that Amazon is trying to stay ahead of the next battle. First it needs to get the content, and then it needs to understand which surfaces to put this content in. Search, PDPs and brand pages all seem like great choices.