(Reuters) – Facebook Inc’s Instagram will now let U.S. users to shop products directly from the photo sharing app by adding a ‘checkout’ feature on items tagged for sale, the company said on Tuesday.

The move is in line with Facebook’s plan to monetize higher-growth units like Instagram, especially as the company’s centerpiece product, News Feed, struggles to generate fresh interest.

Instagram said it has partnered with more than 20 brands, including Adidas and H&M, on the new feature.

The photo sharing app has more than 130 million people tapping to reveal product tags in shopping posts every month, up from 90 million in September, it said.

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