Can Amazon Dominate Gift-Giving on Facebook?

Amazon logoOn your friend’s birthday, rather than go all the way out to the store, search through dozens of stores and wait in long lines to find the right present, years ago Amazon (NASDAQ:AMZN) perfected an option for the more, er, comfort-inclined consumer to order exactly what they wanted with just one click of the mouse. Now they’ve found an even easier way to find the right present for a friend: Amazon Birthday Gift. Better yet, they found the perfect medium for it: Facebook (NASDAQ:FB).

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Amazon Birthday Gift allows a Facebook user to purchase an Amazon gift card ahead of time and have it posted to their friend’s Facebook wall on the day of their birthday. Better yet, the Amazon Birthday Gift allows for multiple people to contribute to a potentially bigger gift card, according to All Things D.

“Birthdays have always been social occasions, and sites like Facebook now make it possible for anyone around the world to send birthday wishes to friends – with Amazon Birthday Gift, those many individual messages can become a big gift,” Steve Shure, Amazon VP of traffic, said in a statement.

Just like one-click shopping, Amazon isn’t the first to introduce this new form of birthday present, but when it’s all over they could very well be the most successful. Wrapp is already an established app on Facebook that allows users to combine on a gift card for a friend, similar to what Amazon provides. The only problem with Wrapp is, now that Amazon has arrived on the scene, they can’t provide the plethora of options Amazon can.

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Additionally there is Gifts, a homegrown Facebook product that prompts users to purchase gifts for their friends. Gifts has a similar problem to Wrapp in that there isn’t a wide variety of presents to choose from. What could prove integral in the success of Gifts is how well Facebook can induce users to buy presents through their prompts. In order to do that Facebook must prove itself competent as a vendor, something the social networking giant has lacked up to now.

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