Amazon is testing a new feature on its shopping app which allows customers to request, view and manage their friends’ feedback on products.

The online marketplace said that customers look to multiple sources when making purchasing decisions and recommendations are the most trusted sources.

It added that its data shows customers are using the share button in its app “billions of times” to share products via messaging and social media apps.

The e-commerce giant says that early testing of ‘Consult-a-Friend’ shows customers are particularly interested in getting feedback on clothing, shoes, electronics and furniture.

Amazon said all feedback gathered in the new tool is stored in one location, claiming this makes the buying process more streamlined.

The tool is being tested by select customers across several countries and regions, including the US, Canada, India, Europe and Japan.

Consult-a-Friend is the company’s latest feature designed to deliver a more “collaborative” approach to online shopping.

Earlier this year, Amazon launched in-app shopping experience Inspire, which gives customers a new way to explore products based on customer reviews and shop content created by influencers and brands. A ‘Create’ feature also allows users to share their favourite products with other shoppers.

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