Amazon has launched a new feature that will allow subscribers to its Prime service to send physical gifts to friends and family using only an email address or phone number.
If the shopper doesn’t know the person’s street address, they just have to choose the gift on Amazon’s mobile app and then during the checkout process select the option to ‘let the recipient provide their address.’ The giver then adds the recipient’s email address or mobile number.
Once sent, the recipient receives a gift message by email or text. From there, they can choose to accept the gift and enter their preferred delivery address. If they’re not keen on the product choice, they can exchange the item for a gift card and use that to purchase something else with no need to notify the gift-giver.
If the recipient ignores the gift notification, it expires within a few days, and the gift-giver isn’t charged.
The new feature is rolling out in the US this week. Amazon did not say whether it will be made available in its international operations.
Analysts said the innovative feature will theoretically drum up more members for the retailer as you can’t accept a gift through the process without having an Amazon account. It is also well-timed with the festive shopping season approaching amid warnings about shipping delays and supply shortages.
NAM Implications:
- Amazon US initiatives are most times an indicator of future UK moves.
- NB. A revolution in gifting?
- The recipient receives a gift message by email or text.
- From there, they can choose to accept the gift and enter their preferred delivery address.
- If they’re not keen on the product choice, they can exchange the item for a gift card and use that to purchase something else.
- …with no need to notify the gift-giver.
