In its second-largest acquisition, Amazon buys the company for $970 million.
The site operator adds tools that let consumers chat, browse and shop together online.
Kaboodle wants to make its social shopping site even more social. Kaboodle today launched Kaboodle Together, a set of tools that enables shoppers to chat and browse together on Kaboodle.com. Shoppers can invite their friends to chat, browse or shop together via e-mail, Facebook or Twitter.
The tools, which do not require consumers to download or install any software, build on the site’s social approach to shopping, says Alex Amin, Kaboodle’s co-CEO. The site enables consumers to compare, rate and discuss products on Kaboodle.com, as well as to create a list of items they are considering purchasing.
"It advances what people already do on Kaboodle," says Amin. "In the real world people shop together. To be able to do that online in a meaningful way is the natural direction for social shopping to take."
Kaboodle Together also allows shoppers to do audio and video chat, along with cursor tracking so that one shopper, such as a bride-to-be, can guide other shoppers, such as her bridesmaids, from page to page. The leader of a session—say, the bride-to-be—can also hand off control to others so that someone else—say, the maid-of-honor—can control the shopping session.
Kaboodle, which has roughly 2 million registered users and lists more than 12 million products, is working with Samesurf technology from Actual Worlds Inc. to power Kaboodle Together.