Amazon is testing a new feature that allows users to seek advice and recommendations from their friends and family while browsing products on the Amazon Shopping app called “Consult-A-Friend”.

Online shoppers often find themselves overwhelmed with the plethora of choices available, and turning to trusted sources for recommendations is a common practice.

According to early testing, customers are particularly interested in gathering feedback on apparel, shoes, electronics, and furniture, making it an ideal tool as the holiday season approaches.

Users can select a product they’d like to consult their friends about and tap the “Share” button within the Amazon Shopping app. First-time users will need to activate the “Ask for your friends’ votes” option, which is set to “off” by default. They can then select their preferred messaging app and recipients.

Friends receive a message with a Consult-A-Friend link, which directs them to the Amazon Shopping app. Here, they can view product details and express their opinions using emojis and commentary.

Users can then easily view the collective sentiment of their friends and scroll through all the text commentary right within the Amazon Shopping app.

Amazon’s data suggest that customers frequently share products with others, with the “Share” button being used billions of times this year to spread the word about products across messaging services, social media, and email.

Currently, Consult-A-Friend is in its testing phase, available to select customers in numerous countries, including the UK. This exciting feature is part of Amazon’s ongoing efforts to enhance the collaborative shopping experience.

Earlier this year, the company launched “Inspire,” an in-app shopping experience that allows users to explore products and content created by influencers and brands they love. With the new “Create” feature, you can now share your favourite products with other shoppers, fostering a sense of community and inspiration.