Amazon Spark: Amazon's social-media platform you have never heard about
Amazon Spark is a lesser known feature inside the Amazon app that offers Prime members in the US a shopping-focused social network-type experience. Launched last year, Spark is basically a personalized feed of shoppable posts curated according to your interests. Users can browse through photos, engage with a community of like-minded people, and shop for products in the images on Amazon directly from Spark.
An image-heavy feed of product ideas and other stories
Available under the "Programs & Features" menu option in the Amazon app, Spark asks new users to select at least five topics of interests they want to follow. Based on that, a customized feed is created for them that features posts with products they might shop for. Spark users can post stories, ideas, and images, which others can engage with via comments and "smiles."
Directly shop the photos on Amazon's website
A Spark post featuring an Amazon product will have a shopping bag-shaped icon at the bottom right corner. It will indicate the number of items in the photo that can be shopped for on Amazon. Product images on Spark are connected to Amazon's inventory, so all the shoppable items will always be in stock. Notably, Spark posts can contain photos, text, links, and polls.
Aimed at improving product discovery
Usually, users conduct social activity around products off Amazon and only come to the e-commerce platform once they like something through online discussions and general engagement. With Spark, Amazon aims to bring that product inspiration onsite and translate it into purchases with a single click.
Amazon Spark a new frontier for product reviews
Spark posts can either be in the form of lifestyle photos or direct product reviews. In the second case, Spark becomes a win-win avenue for both retailers and users. Retailers get more visibility (good and bad) and enthusiasts who frequently review products receive badges for the same. Thus, the ability to monetize Spark content in the future cannot be ruled out.
Drawing comparisons
Like Pinterest, Spark allows users to share photo-heavy posts that can lead to shopping. But the format of the service is like Instagram with a feed-style interface. However, the Amazon feature doesn't seem to be a threat to either social platform.
