Amazon has shut down its social network-like feature on its site and app called Amazon Spark, in which Prime customers could post pictures of the products they’ve bought. The company launched the service for Prime members in 2017. It prompted customers to pick a selection of interests in the section in the feature, and would then show you a feed of posts from users that related to those interests. The service seemed to be designed to replicate influencers using social networks like Instagram and Pinterest. The company noted that the site felt “too transactional” as compared to other social networks and never really took off. The page for the feature is no longer on Amazon and its app, and its URL now redirects to “#FoundItOnAmazon” for some users or to “Your recently viewed items and featured recommendations.”Amazon doesn’t appear to be giving up entirely on social feed-driven product discovery. In a statement, an Amazon spokesperson said that Spark wasn’t going away entirely, and that the company has “pivoted and narrowed the experience based on what resonated with customers.”
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