Stealing a page right out of a startup called Aggregift’s playbook, Amazon today launched a new feature called “Amazon Birthday Gift,” which allows a group of Facebook friends to go in on an Amazon.com Gift Card together. That gift isn’t posted to the recipients’ Facebook Timeline until their big day arrives.
To get started with the service, a user buys an Amazon.com gift card, then invites other mutual friends to donate using the Birthday Gift website here. When the birthday arrives, the recipient is tagged in a Facebook Timeline wall post, receiving the digital card and everyone’s birthday greetings.
The new addition is a further expansion of Amazon’s deepening integration with Facebook, as the company last December launched a “Friends and Family Gifting” feature just ahead of the holidays to generate Facebook-enabled gift suggestions, send out reminders, and enable gift list sharing via both email and social networks. Online competitor Walmart, too, had previously launched a similar Facebook-based gift recommendation service in 2011, which was added to the Walmart.com site ahead of the 2012 holiday season.