Did you ever wish you could look through your Instagram/Pinterest feed and directly click on a product to purchase it? Although Instagram and Pinterest have been testing out these functions for a while, Amazon went ahead and created their own social media platform, Spark. Serving as a visual product feed, the images on the app are all shared user-generated photos of products customers have purchased on Amazon. Exclusive to Amazon Prime members only, users are encouraged to post their reviews, images, and stories on the products they love. Although only prime members are allowed to post content, anybody can access the app and see the images. Once the app is opened, the user is able to to scroll through the Instagram-like feed.
The rise of technology and digital media seems to be ever-changing the way consumers connect with brands and Amazon has gone their own route and created an app that allows them to integrate lifestyle imagery with product placement, something Instagram has been implementing along with targeted ads. With Spark, Amazon is hoping that their content marking will be able to directly translate into more purchases. Will this be Amazon’s first step into creating their own social media strategies with this new platform that is exclusive only to their company?
There may be opposing views and opinions on Spark, but with Amazon buying Whole Foods and now venturing out into the social media space, PR Agencies, brands, and social media platforms should be observant of where this company is moving and what they have planned for the future.