Just a few hours ago, Amazon activated their new “gifting” feature for ebooks, saying they were “thrilled” to make it even easier to share Amazon’s ebooks. “We’re making this functionality available in time for the holidays to offer an easy, stress free holiday shopping option,” Amazon explained in a press release, adding that the feature was “for anyone – not just Kindle owners.”
If you’re browsing through the Kindle store on the web, you’ll notice there’s now a new button on each book’s page — “Give as a Gift” — which appears to the right of the screen. But strangely, this button doesn’t seem to be appearing now on the book pages when you browse the Kindle Store with your Kindle! On the web, the button appears just below Amazon’s purchasing buttons (like “Buy now with 1-Click”), and clicking the “Gift” button pulls up a screen where you can add a 300-character message. Still, it would be even more useful if it included an option to delay the delivery date — say, until December 25th? — but instead, they’re delivered almost instantly. Amazon explains at the top of the page that gift notifications “are delivered to the recipient via e-mail…typically within 5 minutes.”
There also seems to be an error in the “legalese” which appears at the bottom of the page. “If this title isn’t available for your gift recipient,” it warns in tiny grey letters, “we will exchange your gift for an equivalent value Amazon.com gift card.” Er, but how could a digital ebook suddenly not be available? It’s not like they’re going to run out of copies, and have to wait for a second printing of fresh-off-the-press ebooks!
It seems like Amazon rushed this out in a hurry, to make sure it was available before the start of the holiday shopping season. And all the extra news stories will also keep people thinking about the Kindle —
right as they’re considering their big “Black Friday” purchases. On that massive shopping day after Thanksgiving, Barnes and Noble will be discounting the Nook to just $99 at Best Buy. Maybe Amazon wanted
to try to stir up some extra news coverage for the Kindle!
But mostly it’s just another way to shop in Amazon’s store, especially since you don’t have to own a Kindle in order to give an ebook as a gift — or even, to receive it! (“Kindle ebooks can be given and received by anyone with an e-mail address,” Amazon explains, noting they offer ebook-reading apps for nearly every operating system and smartphone.) In Amazon’s Kindle forum, one user worried about receiving gift ebooks that you’re actually not interested in reading. But if that happens, Amazon has a new procedure in place where you can exchange that unwanted ebook for an Amazon gift card.
From a business perspective, this is a very smart move for Amazon, because they’ve created a whole new way to buy ebooks. And to take advantage of the new enthusiasm, Amazon has already created a special page on the web with the words “Give Kindle Books” in enormous grey and orange letters. (“Choose from over 725,000 books,” it says below the headline. “Give to anyone with an e-mail address!”) They designed the page to make the ebooks as tempting as possible, listing the best Kindle ebooks of 2010 and links to the best-sellers in several other intriguing categories. There’s Mysteries, Biographies, Science Fiction, and Romance — along with “Editor’s Picks,” New York Times bestsellers, religion, and young adult.
I’ve been reading the reactions in Amazon’s Kindle forums, and users were either excited or skeptical. One user appreciated the new features, saying some family members felt that giving a blank gift card was “too generic.” But another user complained that they wanted to disable the intrusive “gift notifications,” saying they’d already contacted Amazon’s customer support requesting the feature. And the biggest complaint is that currently, free ebooks apparently can’t be given as a gift at all. For example, though many classic works of literature are available in both free and paid editions, the “Give as a Gift” button only appears on the paid editions.
Apparently Amazon only wants you to gift those books from which Amazon will be earning a commission!