Amazon Gets a Spark

Amazon Prime members have one more perk at their fingertips: Spark.

Amazon’s latest endeavor brings a social media platform into the fold of their portfolio of tech products. Spark is available exclusively to Prime members, who upon logging into the app, can create their feed based on interests from the broad “Technology” to the niche “Internet of Things.”

The interface is similar to that of Instagram, in that a customized photo feed is created for each user, composed of user-submitted images of products, stories and ideas. Users are able to connect with each other, comment on posts, and give “smiles” just as they can “like” something on Facebook or Pinterest.

According to TechCrunch, the app had been beta tested in the U.S. before its launch on July 18, and it has not been designed for desktop use yet. Spark is currently accessed through the Amazon app for Android or iPhone.

This community connection between Prime members creates a central outlet on which they can leave recommendations, comments, or ratings. This fits with one of Amazon’s goals for the new app: to pull some social media activity away from Facebook, Instagram, and other platforms, to a space within the Amazon realm.

The development of Spark fits into the continuum of products Amazon has been researching and developing. Similar to drone delivery, Spark brings a new dimension to the Amazon shopping experience with its social drive. Since Spark is social in nature, it will also appeal to a younger audience. Millenials pay closer attention to social media than other generations when shopping. A report by Deloitte found that while the purchases of 19% of other age groups are influenced by social media in their shopping, the same is true for 47% of millenials. This brings Spark to an effective intersection of Amazon’s online and social presences.

Forbes’ Theo Miller speculates that “while it’s authentic for Amazon to seek growth, Spark’s too inauthentic for end users to enjoy.” As use of the platform becomes more widespread, it will be interesting to learn if users reject Spark as a medium built with the sole purpose of exploiting their shopping habits, or if Pinterest and Instagram take a hit as users migrate their purchase-related social media habits into the ever-expanding auspices of Amazon.

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