As we know, Amazon.com considers its mission to be “Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” Now, it wants to also be Earth’s most Pinterest-like retailer — by introducing Amazon Collections, where you can “see what other customers like, want, or recommend.”

According to Dana Kerr, reporting for CNET:

“Amazon seems to be taking some cues from the social network Pinterest. The E-commerce giant launched a feature on Thursday dubbed Amazon Collections, which lets users categorize shopping wish lists into different categories. While Collections has more of a lean toward shopping, it has the look and feel of Pinterest. Like Pinterest, which lets users ‘pin’ and categorize images of items they’ve found across Web, Collections lets people follow other users and add images to various lists. ‘Collections are a way to gather and share things you like, want, or recommend,’ the site reads. ‘Start a Collection to show off your unique style, or see what others have Collected on Amazon.'”

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Amazon Collections Screenshot by Dara Kerr/CNET