Amazon's new feature allows users to find products on its website and helps them save it to their wishlist. This first surfaced on new product finder Product Hunt over the weekend, according to Techcrunch.

The new feature is called Amazon Stream. It is in its testing mode, and no official announcement has been made by Amazon regarding the development.

The Street says Amazon Stream is similar to Pinterest, which displays page with large images and helps users choose products by way of clicking on the save button on the newly designed page to a personalised board called "Your Saves". 

Amazon Stream has items on the online store appear in rows of squares for customers to view. The tagline for the store is "Beautiful things, updated daily", says Investor Place.

The new feature's main area of focus seems to be on fashion, it said.

Amazon Stream is said to be several months old. The new feature has just been spotted as it is in testing mode and the company did not disclose about a new feature being developed.

A Tech Crunch report says Amazon is not prepared to disclose more about Stream. However, it adds that Amazon is looking forward to getting customer feedback on the new product.

Amazon's new feature offers more visual layout and at the present moment can only be filtered by women, men, or "Your Saves" and not by product category, price range, ratings or other criteria. The project may have been undertaken by Amazon to completely replace its old layout or give customers an option of a second view.

Back in 2013, Amazon tested a layout called the Collections. It was taken down because of its low success rate. It is likely that this may also happen to Stream. But if customers start to prefer the new feature then Amazon could incorporate the feature on the standard homepage.