Facebook is testing a new feature that introduces reminders about upcoming product launches on Instagram. Mainly fashion brands are part of a closed checkout beta that is using this feature in the US, starting today and over the coming weeks.

Facebook says this new feature will enable people to buy products the moment they’re available, right on Instagram.

“The progress Instagram has made with Checkout gives adidas’ customers the power to go from inspiration to purchase in an instant. We see adoption improve month to month. With new features like product launch reminders, we expect to see engagement increase as we can create simple, immersive and user-obsessed experiences adidas creators love,“ said Scott Zalaznik, SVP Digital at adidas.