CNET refers to an online trend — “the blurring of e-commerce and personal media such as Web logs and social networking sites”: has quietly introduced a new feature on its Web store that lets customers post photos alongside product reviews–its latest effort to build a sense of community among customers.

The e-tailer introduced the feature, called Customer Images, last month for certain product categories including electronics, apparel, sporting goods and musical instruments. It added kitchen items, tools and hardware on Tuesday. The feature is in beta, meaning the company is still testing and tuning it.

“This feature allows customers to really showcase how they are using the product,” Amazon spokesman Craig Berman said. “It’s a great addition to our customer experience.”

The idea is to let customers highlight specific attributes of a product, such as size, and show the product in action, he said.

The Web and Web-based Services are finally discovering how to personalize their content to their customers, and it’s thrilling to watch this trend unfold.