Amazon Unveils Consult-a-Friend Shopping Feature

Consult-a-Friend represents a significant stride in enhancing Amazon's shopping platform, making it "more social and collaborative."

Recognising the importance of recommendations from friends and family, Amazon aims to streamline the process of obtaining feedback by introducing this mobile shopping experience.

Consumers rely on a variety of sources for purchasing decisions, with recommendations from friends and family often being highly trusted. Amazon's data indicates that customers frequently share products with others. In 2023 alone, the "Share" button in the Amazon Shopping app (icon on iOS and icon on Android) was used billions of times to share products through messaging services, social media apps, and email.

Initial testing reveals that customers are particularly interested in obtaining feedback on apparel, shoes, electronics, and furniture. Consult-a-Friend can simplify the process of buying group gifts by consolidating everyone’s responses in one convenient location for the purchaser. Unsure about what to get for a notoriously hard-to-buy-for dad? Survey your siblings on the newest model smart TV and view their responses in one place.

How to use Consult-a-Friend

  1. Select a product you’d like to 'Consult-a-Friend' on and tap the “Share” button. First-time users should change the “Ask for your friends’ votes” button from the default off position to on. Choose your preferred messaging app and designated recipients.

  2. Your friends will receive a message directing them to tap the Consult-a-Friend link to enter the Amazon Shopping app, where they can view product details and choose a quick emoji reaction (😍, ☹️, or 🤔). They also have the option to add commentary.

  3. Once they reply, you can easily view their collective sentiment and scroll to see all text commentary in the Amazon Shopping app. Armed with just your mobile device and a trusted community of shopping advisors, you can make confident purchasing decisions at home and on the go.

Consult-a-Friend is also available in the U.S., Australia, Belgium, France, Germany, India, Italy, Mexico, Netherlands, Poland, Spain, Saudi Arabia, Singapore, Sweden, Turkey, and the UAE.

Tambo's view

Amazon's new feature, Consult-a-Friend, is a game-changer for online shopping. Recognising the influence of personal recommendations, it allows users to easily seek and manage feedback from friends and family within the Amazon app. The data-backed emphasis on categories like apparel and electronics, along with a user-friendly guide, streamlines the process. Available in multiple countries, Consult-a-Friend reflects Amazon's commitment to enhancing community-driven insights in the online shopping experience, making it easier for customers to make informed choices.

Consult a friend