Amazon today is launching Amazon Spark, a new feature aimed at improving product discovery, which is seemingly inspired by Instagram and its use of shoppable photos. Similarly, Amazon Spark users are encouraged to post stories, ideas and images of products they love, which others can react to with comments and “smiles” – Amazon’s own version of the Like or Favorite button. The retailer has been quietly testing Amazon Spark in beta for a few months before today’s launch to consumers in the U.S. The goal with the new program is to shift some of the social activity around products taking place off-site back to Amazon, where product inspiration can translate directly into purchases with a click of a button. In this way, Amazon Spark could be seen as something of a Pinterest competitor, as well, but the actual format for the service is a feed-style interface – which is why the comparison with Instagram seems more apt. Read more at Tech Crunch.