If you were not already aware, Amazon is doing everything to help us discover new products (and subsequently buy them off Amazon). The latest tool in their arsenal is Amazon Spark. A type of social media platform embedded within the Amazon iOS app.

If you have not discovered it already, you can find it in the “Programs and Features” section of the app (sorry Android users, you will have to wait a while for the feature).

So what is it you ask? Great question! The easiest way to describe it is to compare it to the very thing it looks like, Instagram. Essentially it is a version of Instagram where users can browse photos of outfits, gear setups, etc with each of the products featured in the photo tagged to the actual product. Users can then comment on the photos and ‘Smile’ (yes, Amazon’s trademark free version of ‘Like’).

Now if you want to place one of these photos in Spark, you will have to have an Amazon Prime account as the feature is only available to Prime users at this stage.

There is no word yet if the Amazon affiliate program works through purchases done through Spark.

This has a number of potential upsides for marketing, if this takes off, then it could be a very interesting way to promote products through influencers and micro influencers.