Amazon has introduced a feature on its site to tap into the growing trend of social gifting.
The retailer has developed Amazon Birthday Gift, which allows a group of Facebook friends to collectively buy an Amazon gift card for a mutual friend.
The service shows shoppers which of their Facebook friends has an upcoming birthday and gives them the ability to leave a message and choose how much they want to contribute. Each shopper is then shown a list of mutual social contacts who they can invite to chip in. When the date of the birthday arrives, Amazon sends a post to Facebook, tagging the people involved and delivering both the digital gift card and the messages.
It’s a good idea to use Facebook – the network has information about social connections and birthday date details, and it’s easier for Amazon to tap into this instead of trying to create its own. It also makes the gifting process much easier for the user.