Amazon launches new feature: will bring traffic fission effect to listings

Last October, Amazon began testing a new feature called "Consult-a-Friend" in the hope of helping sellers grow their business. Through this feature, consumers can ask friends for advice when shopping and get the most authentic product feedback and suggestions.

Yesterday, Amazon officially launched this feature. From January 30, 2024, all users in the United States, Australia, Belgium, France, Germany, India, Italy, Mexico, the Netherlands, Poland, Spain, Saudi Arabia, Singapore, Sweden, Turkey, the United Arab Emirates and the United Kingdom can use the Ask a Friend feature , which will make Amazon shopping more social and collaborative.

The "Consult-a-Friend" app is as follows : It allows shoppers to request, view and manage friends' feedback on products in their app. When using it, users need to first select the product they want to consult with friends, and then click "Share" to send it to friends. The recipient will receive a message instructing them to click the "Consult-a-Friend" link and enter the Amazon app to view the product details and select an emoji reaction or add a comment.

(Photo source: Amazon Press Room, the same below)

Once friends reply, Amazon users can view collective feedback from all their friends and scroll through all text reviews within the app. According to Amazon, early testing has shown that customers are most interested in getting feedback on clothing, shoes, electronics and furniture.

Amazon said that customers consider a variety of sources when making purchasing decisions, and recommendations from friends and family are often one of the most trusted sources for customers. Amazon internal data shows that many customers share products with friends through the existing "share" button on the app to get feedback. So far this year, the "share" button in the Amazon shopping app has been used billions of times, with users sharing products through messages, social media and email.

Amazon's early tests have shown that customers are particularly interested in getting feedback on clothing, shoes, electronics, and furniture. "Ask a friend" can save everyone's feedback in one convenient location, simplifying the process of buying or group buying gifts. For example, when users don't know what gift to give their parents, they can use this feature to ask their siblings to collect their answers.

It is not surprising that Amazon would choose to bet on social e-commerce. According to Statista data, by 2022, the global social e-commerce market will reach 724 billion US dollars. As consumers pay more and more attention to the online shopping experience, this figure will continue to soar and exceed the 6 trillion US dollar mark in 2030, with a compound annual growth rate of 31.6%.

The global influence of social e-commerce is growing, and a huge gold-digging opportunity is in front of us. As an e-commerce giant, Amazon will naturally not sit idly by and watch the opportunity slip away.

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