On Episode 1348 of CNET's Buzz Out Loud, the hosts discussed a new idea created by Amazon concerning items purchased as gifts on their website. The new system, currently known as the "bad gift defense system," will act as an innovative way to convert unwanted gifts into things you actually want. According to the hosts, people will be able to receive gifts from other individuals through the Amazon website, and then choose to convert the item into something else. It still seems a little unclear how the actual "conversions" will work, whether an item can be replaced by items of similar value, or any unwanted item will be converted into a gift card to be used on another purchase. A unique feature to the system includes Thank You e-cards that will be automatically generated upon receiving gifts. Users will also be able to customize settings and have the opportunity to auto-convert gifts from specific individuals.
Although the system has only been patented and not yet produced, I believe this is an extremely innovative idea that can be useful, especially in light of the fast approaching holiday season. Amazon already has a large share of the online shopping market, but this new system will most likely generate more business. Shopping for others can be one of the most difficult tasks, but now any mishaps or unwanted gifts can be converted online into something more desirable. I think this is a great example of a very tech-savvy company leveraging their skills and resources to generate more business.
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