Dive Brief:
- Amazon last week announced it is testing a Consult-a-Friend feature within its app to allow shoppers to request, view and manage friends’ feedback on products, according a company post on its website.
- Amazon said its data showed that customers used the “share” button in the Amazon Shopping app billions of times to share products via messaging services, social media apps and email.
- According to the post, early testing by the company shows that customers are specifically interested in getting feedback on apparel, shoes, electronics and furniture items.
Dive Insight:
Amazon is hoping to make sharing products with friends and family even easier through its Consult-a-Friend tool.
The e-commerce giant is testing its new feature with select customers in the U.S., Australia, Belgium, Canada, France, Germany, India, Italy, Japan, Mexico, the Netherlands, Poland, Spain, Saudi Arabia, Singapore, Sweden, Turkey, United Arab Emirates and the U.K., according to the post.
To use the feature, users can send anyone a product with the “share” button. After toggling the “Ask for your friends’ votes” button to the on position, users can share items through their preferred messaging app and select recipients.
Friends will receive a message directing them to the Consult-a-Friend link to enter the app where they can view product details and react to each with an emoji or add commentary.
All commentary is held and can be seen within the app, upon a message reply.
Amazon recently held its Prime Big Deal Days sale, which it touted as its largest October holiday sales event.
This comes as Amazon faces multiple court challenges from the Federal Trade Commission, including a complaint alleging the retailer engaged in anticompetitive behavior, and a separate claim that the e-commerce giant tricks customers into joining or renewing Prime memberships.
