England: mums can call on Amazon voice assistant for breastfeeding advice

04 April 2018

Public Health England (PHE) is offering mums breastfeeding advice via Amazon’s voice assistant Alexa.

Amazon Echo

Alexa will provide answers to breastfeeding questions – from diet and vitamins, to sore nipples – based on NHS and PHE information.

The new 24/7 Breastfeeding Friend is a new addition to PHE’s Start4Life programme following the Breastfeeding Friend chatbot, accessed through Facebook Messenger, which launched last year, and the Start4Life website.

The aim of these digital offerings is to give mums round-the-clock help in their first few weeks of breastfeeding.

But Professor Julia Verne, of PHE, stressed that the digital initiative is in addition to traditional methods of imparting knowledge: ‘We don’t intend this to take the place of speaking to other mums and getting support through local breastfeeding groups or trained healthcare professionals such as midwives and health visitors.’ 

Read more about Breastfeeding friend with Start4Life at

Picture credit | Echo