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Amazon Spark doubles down on discovery

Amazon Spark is a personalized feed of content from customers with similar interests.

Instead of simply suggesting products based on users’ browsing histories, Amazon is upping the discovery ante with Spark, a personalized feed of content from customers with similar interests.

Spark is available to US customers on Amazon’s iPhone app. They can find it in the main menu under Programs and Features. An Android version is forthcoming.

Participants select a few interests — like books, food, technology or DIY — upon their first visit. Amazon then uses this to create a feed of personalized content.

While anyone can see posts on Spark, only those with paid Prime memberships – and who “have spent at least $50 on using a valid credit or debit card” – can contribute content.

To create a post, eligible users scroll to the top of their feeds and share a product or story.

Users can interact with other Amazon customers by commenting or smiling on their posts and the feed is shoppable by tapping on product links or photos with the shopping bag icon.

Amazon said Spark allows users to find more of what they like by following interests and people who share their passions, but Amazon said Spark can also help users inspire other shoppers by sharing their expertise on products and experiences, as well as to get advice and feedback from a community of people with similar 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,” Amazon said.