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Amazon.in launches Spark, a community experience based on interests and content

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Amazon.in today introduced Spark, a personalized, interest-based community experience consisting of images, videos, and articles shared among like-minded people. Spark gives customers the ability to share or seek advice or get inspiration in an experience that brings people together and engages them in the conversation around common interests. Whether it’s finding inspiration for a new home decor project or discovering the best hiking boots for your next trek, Spark provides a place to view, shop and share content. Customers can shop items directly from Spark stories or pictures within their personalized feed wherever they see a tagged product.

Millions of customers enjoy Amazon’s vast product selection to help them make purchase decisions, which are made largely based on product features, relying instead on external blogs and social networks for in-depth research and seeking advice. With the increased engagement on social media, there is also a rise in social trust among Indian consumers. Increasingly, a large section of the online consumers (especially those between the age group of 16 and 24 years) in India trust what people say about brands on the Internet than from other sources.

Amazon Spark Explore

Now with Spark, Amazon customers will find both trusted, in-depth content from influencers, brands and publishers and also community content from other select, qualifying customers. Spark enables a rich ecosystem of online publishers, brands and influencers who will drive engagement and thereby have the opportunity to gain followers and create a deep, ongoing connection with Amazon users. With community rewards and enthusiast badges baked in for contributors of high-quality content, Spark will now serve as a daily destination for customers to be engaged and inspired. Besides being aligned to the customer’s interests, the feed experience is further personalized with features like incorporating trends from the customer’s browsing and shopping behavior.

“With Spark’s interest-based social community and content model, we are aiming to make product discoverability easy and convenient as well as fun. We are thus using this community content and experience to enhance product discovery by tagging products to content and making them seamlessly ‘shop-able’, “says  Kishore Thota, Amazon.in’s Director of Customer Engagement. “Be it driving discovery by shoppable photos posted by an influencer covering the latest fashion trends or being inspired by a fitness review written by a US based mom turned marathon runner, Spark on Amazon helps customers connect with both local and global Spark communities making social engagement and in-turn the online shopping experience truly delightful, ”he adds.

To get started, customers can go to the Amazon app and select Spark from the left menu or visit www.amazon.in/spark on the web.

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