The online retailer has found a way to make customers feel better about what they're buying that even Walmart and Target would struggle to copy.
On an aggregate level, customer reviews help people make decisions. If a product on Amazon, Walmart, or Target's website has hundreds of reviews and the average comes out about 4 stars, that's probably a good product.
That small handful of people could have had unique, not-likely-to-be-duplicated bad experiences or they could be overly critical and picky. It's also possible that those customers learned something that all the 5-star reviewers ignored, which makes acting on reviews tricky at best. It's an added hassle that essentially undermines the reason people shop online in the first place — it's convenient and they don't have to go anywhere.
"Sometimes, it helps to get a little advice from your friends or family. But when it comes to online shopping, it can be hard to keep track of feedback from multiple people across messaging apps. Enter Amazon’s latest collaborative shopping feature— Consult-a-Friend, a new mobile shopping experience we are currently testing that lets you quickly and easily request, view, and manage your friends’ feedback on products within the Amazon Shopping app," he wrote.
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