Amazon Birthday Gifts is a new "social" way to give somebody a present on Facebook. Basically, you kick in some money for an Amazon gift card and then encourage all your friends to contribute. On your friend's date of birth, the card arrives along with all your personalized messages. Sooo either this is a genius repurposing of what people already do, or it's a way to add peer pressure to the laziest form of gift giving.
Source: http://gizmodo.com/amazon-birthday-gifts-is-a-new-social-way-to-give-som-514000176
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