I can understand the rationale for why Amazon would build something like this. Amazon owns a large chunk of the market of ecommerce in instances when customers

I can understand the rationale for why Amazon would build something like this. Amazon owns a large chunk of the market of ecommerce in instances when customers already know roughly what they’re looking for. A big growth opportunity that’s mostly untapped for them is convincing people to do their serendipitous, casual browsing (think: walking through a mall and seeing what’s on display) on Amazon. This is their latest attempt to capture that use case and foster that kind of “daily habit” type mentality (see also their gold box deals and similar product features). One thing that’s unclear to me is why they’d use Instagram as their inspiration rather than Pinterest when the latter more clearly lends itself to shopping, and when there’s a natural tie-in with Amazon’s wish lists functionality (totally conceivable to change wish lists into some kind of Amazon pinboards).