Amazon has quietly scrapped its own take on Instagram, Amazon Spark, after the social shopping concept failed to take off.
The retailer launched the platform in 2017, which allowed Prime members to post images, stories and product ideas, as well as tag products in their posts which allow other users to purchase them by tapping the image.
According to TechCrunch, Amazon is not giving up on experimenting with social media and will introduce Spark’s discovery tool Interesting Finds into a new social platform called #FoundItOnAmazon, which Spark’s former URL now redirects to.
Unlike Instagram, which incidentally is continuing to expand its online shopping capabilities, Spark was a shopping-first platform, focusing on products rather than allowing users to follow their friends and influencers.
“We are currently testing #FoundItOnAmazon, a new experience to inspire shoppers looking for fashion styles and home décor,” an Amazon spokesperson said.
“#FoundItOnAmazon is based on the insights from these past experiments. It is currently available to a portion of our customers.”