Amazon also do social app? It looks like a copy of WeChat

There's something incredibly compelling about creating a chat social app that fosters strong user engagement, especially in a market dominated by a few key players. If you don’t secure a significant position within the smartphone space over the next two or three years, you might face only two options: extinction or niche specialization, like venturing into unexplored territories.

Yet, the internet giants' hesitancy to claim the top spot in this field doesn't seem to waver. While WeChat reigns supreme domestically, there are still competitors like "Come On," "Stick," and "Yi Xin" in the U.S. It's not just the domestic giants feeling this way. Google, known for its persistence, has tried numerous times to break into mobile social networking—whether through "Android Messages" (known in China as "Android Message"), Allo, or Duo. These efforts reflect Google's enduring dream of achieving mobile social dominance.

And now, it seems another tech giant may be joining the fray. Amazon, yes, Amazon, the e-commerce behemoth, is rumored to be developing a social app. Leaked images suggest it’s called "Anytime," a name dripping with social appeal. This app aims to span four major hardware platforms: smartphones, tablets, smartwatches, and PCs, offering a fully-featured social communication tool. Besides standard features like text chat, video calls, photo sharing, and document exchange, "Anytime" will reportedly include filters, mini-games, and integrations with third-party businesses for shared photos. Naturally, given Amazon's roots, "Anytime" will also tie into shopping on the Amazon platform and streaming music.

Here's an official-looking promotional image for "Anytime":

"With 'Anytime,' you can stay connected with everyone."

From simple texting to video chatting, "Anytime" goes beyond conventional messaging apps. It lets you instantly connect with friends and organizations, always free, fast, and secure."

Features—do they sound familiar?

A leaked image from product testing reveals its detailed features:

"The chat app features you've always wanted—but better!"

Everyone's Connected

Just link up with friends by their names—no phone numbers needed.

Privacy & Security

Ensure chat privacy and encrypt sensitive data (like bank details).

Work Across Devices

Seamlessly switch between computers and mobile devices, including iPhones and Androids.

Suitable for Group Chats

@ group members, share photos, and video chat—making group conversations easier and more fun.

High-Quality Voice and Video Calls

Beyond one-on-one calls, group calls are supported—always free.

Express Yourself

Add GIFs, maps, and emojis to text chats.

Photo & Video Filters

Special effects and masks make video calls and photos more engaging.

Play Games

Challenge friends and groups.

Customizable Chat Settings

Set conversation themes and nickname friends.

Go Out

Share locations, listen to music, order food, and collect payments. There’s more to explore.

Converse with Businesses

Enjoy premium services, order services, check orders, and shop effortlessly.

According to AFTV News, Amazon is currently conducting user experience tests for "Anytime," sourced from a participant in the trial. So far, Amazon hasn’t responded officially. Besides this, no further details about "Anytime" have surfaced.

Amazon’s Social Ambitions

Amazon has long been dabbling in instant messaging for both businesses and consumers.

Chime

This enterprise communication service launched by AWS in February this year runs on Windows, Mac OS, iOS, and Android platforms. Its primary functions include video conferencing and messaging. Some of its technology comes from startups Amazon acquired, including the video call app "Biba" and meeting productivity software "Do."

Alexa Calling

This is a proprietary calling service for Amazon's Echo series of smart speakers. Launched in May this year, it offers free calls in North America. Interestingly, users can also access this feature via the Alexa app on mobile devices.

Amazon’s social aspirations trace back even further, 20 years ago. At that time, Amazon acquired a Boston-based startup called PlanetAll, one of the early pioneers of social platforms. To some extent, it can be seen as the precursor to Facebook. According to Lei Fengnet, Bezos remarked that "PlanetAll" represented "the most innovative use of the Internet." He commented:

“This is the most innovative way to use the Internet that I’ve seen… It’s a very fundamental and important thing to stay connected with people. It’s truly a technological breakthrough. PlanetAll has over 1.5 million members and is growing rapidly. The growth rate surpasses that of general Internet users. The reason is simple: it creates immense value for users. I believe that PlanetAll will be one of the most important Internet applications.”

Amazon founder and CEO, Bezos

Looking back at this statement today, we can't help but marvel at Bezos' foresight. Social networking sites have indeed become "one of the most important Internet applications," leading to the rise of giants like Facebook and Tencent. Unfortunately, due to various reasons, Amazon's social revolution with PCs and smartphones failed to materialize.

Does "Anytime" stand a chance?

Those familiar with Amazon's social ventures might wonder: Is it too late to enter the universal social app market?

To many, it seems like the only viable path is to capitalize on the next wave of technological and platform advancements, like WeChat did during the smartphone era. The prevailing belief is that chatbots might disrupt social experiences in the near future, with Facebook pushing Messenger's integration with chatbots. Based on current trends, chatbots don’t appear to be a key focus for "Anytime."

Instead, it seems like a replication of WeChat—a "super app" integrating multiple functions and services under one roof. I’m curious how much the "Anytime" product team has studied WeChat. But the bigger question remains: Can a multifunctional social app akin to WeChat gain traction in European and American markets?

The good news is that compared to China, Europe and America have a more diverse market with less monopolization. Messenger, iMessage, and WhatsApp each hold their ground in the mainstream instant messaging space, each with distinct functionalities and user experiences. Non-mainstream apps like Snapchat also boast substantial user bases.

However, WeChat, as an outsider, has struggled to integrate local services effectively in the U.S., remaining popular primarily among Chinese students and expatriate communities.

Still, there are challenges. For instance, American users are already accustomed to certain usage patterns. It's logical to assume that if U.S. users were keen on implementing lifestyle services through social apps, platforms like Messenger and WhatsApp would already have done so. In reality, both have experimented with new features, yet user preferences haven't shifted significantly.

Will Amazon launch "Anytime"? Will it carve out a niche in the U.S. social media landscape? Only time will tell.

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