As if Amazon wasn’t busy enough buying Whole Foods and dominating online shopping, the $430 billion company is venturing into the world of Social Media.
Amazon has announced their new Social Network, Amazon Spark.
What is Amazon Spark? “Amazon Spark is a place to discover things from people who share your interests. Whether you’re looking for inspiration for home décor or seeking advice for the best long-distance running shoes, Spark makes it easy to discover—and shop—stories and ideas from a community that likes what you like.”
Spark is a feed of user-posted images, similar to other Social Networking sites like Instagram. The main benefit to Spark is that customers can purchase items right in the app.
Social Shopping Online
The Spark feed is a “shoppable feed” making shopping a social experience. While other Social Networks like Instagram and Facebook attempt to make their social experience shoppable, Amazon Spark makes the shopping experience social.
Users can post items they have purchased or items they are interested in purchasing. With products they are interested in purchasing, users can run comparison polls and ask their network for feedback regarding their potential purchases.
Users can also curate content by following interests or people. Instead of their network liking or loving an update, Amazon Spark has added the “smile” for people to show their interest in the product.
Each image posted can be tagged and that tag will automatically take a consumer to the product page to add the item to their cart or buy it with one click.
“This user-friendly flow will make impulse buys a breeze.”
Businesses Not Welcome…Yet
Brands and businesses can’t post to the feed.at this time or even have an account, but they can use influencers to post for them. Amazon Spark is only available to Amazon Prime users and requires a personal Prime account.
As of right now, only Prime users can post and comment.
“The move ensures that Spark content is product-focused and engaged with by active shoppers, as the 80 million Prime members spend on average $600 more per year than non-Prime members.”
However, at this time there are several brands that are already tapping into their influencers to create content for them and there have been a few posts with #sponsored popping up on the feed.
Businesses Need to Pay Attention
Brands that currently sell on Amazon need to take this new platform seriously and treat this new Social Media channel as a potentially viable marketing opportunity.
While Spark may not take off or warrant the time and budget to use it, it is worth the time to pay attention and be ready to jump in if it will benefit your business.
Currently Spark is available on the Amazon App for iPhone in the US only. Users must have a Prime membership.
See Amazon Spark for more information.