Amazon has unveiled a new social shopping feature, Consult-a-Friend, allowing consumers to seek advice from trusted friends while shopping on the platform. This feature enables shoppers to send product links to friends, who can react using emojis and even provide commentary.

Oliver Messenger, Director at Amazon Shopping, emphasized the importance of this feature, stating, “Sometimes, it helps to get a little advice from your friends or family.” He further highlighted that the “Share” button in the Amazon Shopping app has been used “billions of times” this year, underscoring the frequent product-sharing habits of users.

Diving Deeper into Consult-a-Friend

The Consult-a-Friend feature is a strategic move, especially in categories where feedback is crucial. As to Amazon, customers often seek external opinions in areas like apparel, shoes, electronics, and furniture. With the holiday season approaching, this feature could be a game-changer for those indecisive about gifts.

The process of using Consult-a-Friend is straightforward:

1. Shoppers select a product they want and tap the “Share” button.
2. First-time users activate the “Ask for your friends’ votes” button.
3. Friends receive a message directing them to the Amazon Shopping app, where they can view product details, select an emoji reaction, and even add commentary.
4. The original shopper can then view collective sentiment and individual comments within the app.

This feature is particularly beneficial for products where feedback is crucial, such as apparel, shoes, electronics, and furniture. With the holiday season on the horizon, Consult-a-Friend can be a valuable tool for group gift purchases.

Users simply activate the “Ask for your friends’ votes” button to utilize this feature. Once done, they can share product links via their preferred messaging apps. Upon receiving the link, friends are directed to the Amazon Shopping app to view product details and share their reactions.

Inspire’s New “Create” Feature

In addition to Consult-a-Friend, Amazon enhances its TikTok-like “Inspire” shopping feed with a new “Create” feature. While Inspire primarily showcased content from influencers and brands, “Create” democratizes the platform, allowing more users to share their product experiences. Users will now capture or upload media, tag products, and share their insights. Once approved, this content becomes publicly visible on the Inspire feed.

By integrating social feedback mechanisms directly into the shopping experience, Amazon enhances user engagement and potentially increases purchase confidence.

However, the question remains: Will these features enhance the shopping experience or add another layer of complexity? Only time will tell. But one thing is sure: Amazon continues to innovate, ensuring it remains at the forefront of the e-commerce revolution.

Amazon has announced its plans to launch Amazon.co.za in 2024 offering opportunities for South African creators and businesses.

Amazon’s platform in South Africa is set to provide local sellers with a robust platform to showcase their products to a broader audience. 

As highlighted in the announcement, “More than 60% of sales in Amazon’s store are from independent sellers most of which are small and medium-sized businesses.” Robert Koen, the general manager of the Sub-Saharan Africa region for Amazon, expressed his enthusiasm, stating, “We look forward to launching Amazon.co.za in South Africa, providing local sellers, brand owners, and entrepreneurs—small and largethe opportunity to grow their business with Amazon.” His words resonate with the company’s vision of fostering local talent and businesses.

Local Businesses Eagerly Await the Launch

Several South African businesses have already expressed their excitement about this new venture. Johannesburg-based African Mamas Crafts, which employs crafters from rural areas, sees this as a golden opportunity. 

Nomaswazi Tinus, the founder and director of African Mamas Crafts, shared her optimism, saying, “African Mamas is very excited at the prospect of working with Amazon locally to leverage their tools and expertise to grow our e-commerce business.”

Similarly, Reader’s Warehouse, a venture by two book-loving brothers, is also gearing up for this new chapter.

Sean Bulpin, a director at Reader’s Warehouse, conveyed his enthusiasm, remarking, “I am absolutely thrilled about the opportunity to partner with Amazon and sell in their store.”

Empowering Sellers with Tools and Resources

Amazon will not only be offering a platform but also a myriad of tools, programs, and educational content to support sellers’ growth. From articles and videos to webinars and case studies, Amazon ensures that its sellers have all the resources they need to thrive.

As the e-commerce giant sets its foot in South Africa, local creators stand on the brink of unparalleled growth opportunities. As with any new venture, success will hinge on adaptability, innovation, and the ability to harness the vast resources that Amazon brings to the table.