Amazon Spark was launched a couple of years ago. It was best described as Amazon’s iteration of Instagram, in that it relied on images to make shopping discovery easier for customers. It didn’t really take off and was nowhere near as popular as Instagram so perhaps that’s why Amazon has now decided that it’s time to pull the plug on this service.

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Users could tag products that were available on Amazon in their posts as the service was meant for Amazon Prime members.

A spokesperson for Amazon told Engadget that “We are always experimenting with new experiences to delight customers. We are currently testing #FoundItOnAmazon, a new experience to inspire shoppers looking for fashion styles and home décor. #FoundItOnAmazon is based on the insights from these past experiments. It is currently available to a portion of our customers.”

For context, if you visit the amazon.com/spark URL right now, it’s going to redirect to the new #FoundItOnAmazon page. Clearly, Amazon has decided to replace the Spark service with this new discovery-related hashtag. Whether it will fare better than Spark remains to be seen. Spark is also no longer accessible from the navigation menu of Amazon’s mobile website. It previously used to be just a swipe away.

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