Frequently Asked Questions
What is Amae?
Amae is a platform that helps new parents access practical, meaningful support—like meals, home help, and wellbeing services—during the fourth trimester and beyond. You can buy support for yourself, create a wishlist via Create Your Village, or gift support to a new family.
How does gifting work?
Select Buy a Gift, choose services from our four pillars, a flexible gift card, or a curated package, and checkout as usual. The recipient receives a digital or luxury Amae gift card (with ribbon and congratulations card, if posted), along with simple instructions to schedule their support.
Can I buy support for myself?
Absolutely. New parents deserve support without guilt. Choose Buy for Myself and select the services that will help you recover, rest, and bond with your baby.
Who provides the services?
Amae partners with trusted, qualified, and ethically responsible providers—from meal services and postpartum specialists to local home-help professionals. Every partner is carefully vetted for safety, quality, and genuine care.
How do parents redeem their support?
After purchase or gifting, you'll receive a code to enter on the redemption page. You'll then get a confirmation email with simple steps to book your service directly with the provider when you're ready.
Is there an expiry date?
Yes. Services can be redeemed within 12 months of purchase, offering flexibility during an unpredictable time.
Can I contribute alongside others?
Yes. Our group gifting option allows friends and family to contribute together toward a meaningful support package.
Can I create a gift registry?
Yes. On the Create Your Village page, you can select services to add to your registry and share it via WhatsApp or email.
What locations do you currently serve?
We are continuously expanding. Services are currently focused in London, with some availability across the UK. Location availability is shown before checkout.
Why choose Amae instead of traditional gifts?
New families often receive more baby items than they need. Amae focuses on what truly matters—care, rest, nourishment, and confidence during a transformative time.
Do I need to enter my code again when booking?
No. Once redeemed, your provider is notified with your details and code. Simply book using the contact details provided—your code and service are already linked.
What if I need to reschedule?
Contact the service provider directly using their usual process. Your voucher remains valid within the 12-month expiry, subject to the provider's cancellation policy.
What if the service provider isn't available?
Availability depends on each provider's schedule. If you're having difficulty securing a booking, please contact info@amaefamily.com and we'll assist you.
Will I be charged again by the practitioner?
Your Amae gift card covers the agreed service. If you choose additional services or upgrades, these can be booked and paid for separately.