Amazon Borrows a Page from Pinterest With New Layout

Updated from 1:58 p.m. to include comments from Amazon.

NEW YORK (TheStreet) -- It looks like Amazon (AMZN) is borrowing a page from Pinterest's playbook with a new viewing option called Stream.

Though Amazon has yet to announce anything, a new site www.amazon.com/stream has surfaced. The page bears a strong resemblance to Pinterest with the page largely covered with images and the ability to save different products to a personalized board called "Your Saves," which serves as an alternative to Amazon's wishlist.

"We are constantly looking for ways to improve the shopping experience for our customers," Amazon spokesperson Julie Law said in an email, when asked to comment on Stream.

It seems as though this is an experiment for a new, more visual layout that could either replace Amazon's current layout, or act as a secondary viewing option, with the goal being to cater to consumers' preferences.

"In the brick-and-mortar world, we think of this as changes in merchandising and how [products are] displayed in stores," Gartner analyst Gene Alvarez said. "From a display perspective, some of this is Amazon trying to innovate the customer experience and stay ahead, some of this is a 'Can we do something a little different than Pinterest or even eBay EBAY has done?'"

The ever consumer-centric Amazon is always trying to figure out how to better serve its shoppers and turn them into loyal customers and possibly even advocates and Amazon evangelists.

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