Amazon Takes Aim at Instagram with Amazon Spark for Prime Members

Content Manager

Amazon launched Amazon Spark, a new feature for Prime members aimed at improving product discovery through stories and photos. Similar to Instagram, Amazon Spark users can post stories, ideas and images of products they love, and others can react to with comments and “smiles.”

TechCrunch reported that Amazon Spark is being tested in beta mode for a few months in the U.S., with the goal of taking some of the social activity around the products off-site back to Amazon.

For now Spark is only available through Amazon’s mobile app since the feature has yet to designed for desktop. It is available through the “Programs and Features” section of the app. Shoppers are asked to select at least five interests they want to follow, then Spark creates a customized feed of products, imagery and ideas related to those interests.

Shoppers can pick interests like “Style and Fashion” “Technology” “Music” or more niche interests like “Internet of things” “BBQ.”

The posts shoppers get in their Amazon Spark feed are more like product reviews or a lifestyle image. If an item featured in the lifestyle image is sold by Amazon, it will have a shopping bag icon next to it. There are also product photos, text, links and polls.

MCM Musings:  As I was writing this, I couldn’t help but think how Amazon is not just targeting Prime members but a younger demographic in general with Spark. The company is realizing that shoppers are influenced by their peers as well as by imagery. I also think they’re trying to gain younger shoppers as Prime members. We’re seeing how more and more shoppers are influenced by brand imagery more than anything else. They are also influenced by what other people think about a product, which is where ratings and reviews come into play before making a purchase.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.

Leave a Reply

Your email address will not be published. Required fields are marked *