Given the risk that the evaluations could be biased or interested, the e-commerce giant has developed the 'ask a friend' application that precisely facilitates interaction with close users in relation to the purchase.

Amazon sources recognize that, on many occasions, it can be difficult to know the opinions of the environment through traditional messaging platforms. In this situation, the collaborative service 'Ask a Friend' allows you to "quickly and easily request, view and manage your friends' opinions on different products within the Amazon application." At the same time, the tool can streamline group gift buying by keeping everyone's responses in one place for the user.

The operation is very intuitive, without the need to involve the company's artificial intelligence tools. The first step is to select the product you are looking for and then press the "Share" button. In the case of new users, all of them must activate this "Ask for your friends' votes" access, which is disabled by default. Then just select Whatsapp, Telegram or your favorite messaging application. as well as the designated recipients. At the time of the inquiry, friends affiliated with the system will receive a message instructing them to click the Ask a Friend link to enter the Amazon app, view product details, and select a quick reaction using three emojisvery favorable, fair or negative, with the option to add comments.

Once friends respond to the query, the user can easily view the reactions and all comments in the Amazon app. For now, the service is available in Spain, Germany, Saudi Arabia, Australia, Belgium, USA, United Arab Emirates, France, India, Italy, Mexico, Netherlands, Poland, United Kingdom, Singapore, Sweden and Turkey.