What: Amazon is testing a new feature called "Consult-a-Friend" within its app that allows shoppers to request, view, and manage friends' feedback on products.

Why it is important: The feature enhances the decision-making process as it allows Amazon shoppers to easily request and manage feedback from friends on products before making a purchase.

The "Consult-a-Friend" tool is being tested with select customers in multiple countries, including the US, Australia, Germany, and the UK. The feature aims to make sharing products with friends and family easier. Early testing shows that customers are particularly interested in getting feedback on apparel, shoes, electronics, and furniture items. Users can send products to anyone using the "share" button and toggle the "Ask for your friends' votes" button to receive feedback. Friends receive a message directing them to the Consult-a-Friend link where they can view product details and react using emojis or add commentary.

Amazon pilots collaborative shopping tool within app