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Amazon has released a new feature called “Collections” on its e-commerce site, and the approach will look familiar to anyone who has ever used or seen Pinterest.

The tool, accessible via the “Your Account” dropdown on, lets users create lists of their favorite items that are displayed in photo-heavy tiles. Other users can browse collections, favorite them, add them to their own collections and, most importantly for Amazon, click through to the product pages to buy them.

The feature was spotted by TechCrunch, which notes that it was previously in closed beta testing among bloggers prior to the broader rollout.

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