Amazon is shutting down its rival to Instagram because you’ve most likely never even heard of it.

Amazon is closing its Instagram-like shopping feature, Amazon Spark, just 2 years after it launched. Customers could scroll through its Instagram-like feed and click on tagged things in the photos or stories and buy these directly on Amazon’s website.

Amazon is closing its Instagram-like shopping feature before many shoppers even had an opportunity to use it.
Known as Amazon Spark, the shopping tool launched just 2 years ago and was set up to enable users to browse Amazon merchandise more easily.
Users could click on things tagged in photos and stories and buy these directly on Amazon. Spark was only offered to Amazon Prime members.

But Spark didn’t seem to take off as expected. Many people have probably never heard of this service and since it launched, Instagram has unveiled an analogous rival shopping feature that allows its users to buy directly in its app, Instagram Checkout. Analysts are expecting checkout to be so successful that it’ll generate $10 billion in revenue in 2021.

Techcrunch, which was 1st to report the news of Spark being removed from Amazon’s website and app, said that its winding down is additionally because its “primary stakeholder” and Amazon ‘s VP of consumer engagement, Chee Chew, left the corporate at the beginning of 2019, according to sources familiar with the matter.
The URL currently redirects the shopper to a new #FoundItOnAmazon website, which is a similar service that’s centered on shoppable images of fashion and home decoration items.

“Spark isn’t gone entirely, we’ve pivoted and narrowed the experience based on what resonated with customers,” a spokesperson for Amazon wrote in a statement to Business insider. “We’ve changed the name to #FoundItOnAmazon to reflect the tag that influencers are using on social media to share their great finds with others.”

Amazon has been ramping up its efforts in recent months to be seen as a fashion shopping destination. It’s rolled out new private-label brands, launched Prime Wardrobe (a try-before-you-buy service), and most recently unveiled its new fashion initiative, The Drop, where it enlisted a series of fashion influencers to make exclusive collections for its website.