Despite being a pioneer in user recommendations and its overall leadership in the online shopping sector, Amazon has been slow to embrace social shopping. But a new feature launched yesterday allows Amazon shoppers who connect their Facebook account to Amazon to get recommendations from their Facebook friends on what to buy.

 Numerous studies have shown that a friend’s recommendations have the most weight with shoppers, and the Amazon Facebook connection places the users friends right inside the buying cycle. Shoppers who connect their accounts can:

• Discover Amazon recommendations for music, movies and more based on Facebook Favorites and Likes.
• See upcoming birthdays and find your Facebook friends’ Amazon Wish Lists more easily.
• Get gift suggestions for your friends based on their Facebook Favorites and Likes.
• Explore your friends’ Favorites and see who has similar interests.

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