January 3, 2013, 3:30 PM

Amazon gets into gifting on Facebook

Amazon gets into gifting on Facebook.

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Following the lead of retailers such as Wal-Mart Stores Inc. and CafePress Inc., Amazon.com Inc. in December launched a Facebook application that offers shoppers gift suggestions based on the information those consumers share on the social network.

Amazon aims for shoppers to use the tool, called Friends & Family Gifting, to organize their gift lists, find gift ideas and receive reminders of their friends' birthdays and special occasions, and to share gift lists via Facebook, Twitter, Pinterest or e-mail. Payment network MasterCard Worldwide is sponsoring the application.

The application, with the permission of a Facebook user, offers gift suggestions based on the consumer's Facebook friends' posts and Likes. Shoppers can also use the tool without giving Amazon access to their Facebook accounts by manually entering their friends' information, such as birthdays, interests and genders.

Friends & Family Gifting resembles Wal-Mart's Shopycat Facebook application that launched last year and the Likeable Gifts Facebook service that e-retailer CafePress introduced in November.

zak@verticalwebmedia.com

@ZakStamborIR

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