[SIZE=+2]Amazon patents procedure to let recipients avoid undesirable gifts[/SIZE]
[SIZE=-1] By Michael S. Rosenwald
Washington Post Staff Writer
Monday, December 27, 2010; 12:00 AM
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[SIZE=-1]Washington Post Excerpt:
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Undoubtedly, the Thread and Bobbin Sewing Kit that Aunt Mildred sent from Amazon.com for Christmas will never see a stitch. The Stallion Stable Music Box might have looked pretty on the computer screen, but under the tree's flickering lights, it is frightful. The polka-dot nightgown has never been a good idea, even with free shipping.
These gifts sent via some warehouse many miles away are not only unwanted, but also a multimillion-dollar headache: They have to be repacked, labeled, dropped off and shipped back to Amazon's Island of Misfit Toys. Then a new present has to be packed, labeled and shipped again. Efficient, the process is not.
Amazon is working on a solution that could revolutionize digital gift buying. The online retailer has quietly patented a way for people to return gifts before they receive them, and the patent documents even mention poor Aunt Mildred. Amazon's innovation, not ready for this Christmas season, includes an option to "Convert all gifts from Aunt Mildred," the patent says. "For example, the user may specify such a rule because the user believes that this potential sender has different tastes than the user." In other words, the consumer could keep an online list of lousy gift-givers whose choices would be vetted before anything ships.
Amazon's idea has raised the ire of the Miss Manners crowd, which thinks the scheme rather uncouth. After all, receiving an e-mail notification of a forthcoming gift - and thereby being able to check its price - is hardly the same as unwrapping the item at home.
Anna Post, great-great-granddaughter of the late etiquette author Emily Post and spokeswoman for the Emily Post Institute, said she hopes the company realizes it is risking major backlash and abandons the idea. Because of Amazon's dominance online, she and others say they fear the idea could spread throughout the e-retailing industry, which this holiday season racked up $28 billion in gift purchases.
"This idea totally misses the spirit of gift giving," Post said. "The point of gift giving is to allow someone else to go through that action of buying something for us. Otherwise, giving a gift just becomes another one of the world's transactions."
END EXCERPT
GENIUS!!!
[SIZE=-1] By Michael S. Rosenwald
Washington Post Staff Writer
Monday, December 27, 2010; 12:00 AM
[/SIZE]
[SIZE=-1]Washington Post Excerpt:
[/SIZE]
Undoubtedly, the Thread and Bobbin Sewing Kit that Aunt Mildred sent from Amazon.com for Christmas will never see a stitch. The Stallion Stable Music Box might have looked pretty on the computer screen, but under the tree's flickering lights, it is frightful. The polka-dot nightgown has never been a good idea, even with free shipping.
These gifts sent via some warehouse many miles away are not only unwanted, but also a multimillion-dollar headache: They have to be repacked, labeled, dropped off and shipped back to Amazon's Island of Misfit Toys. Then a new present has to be packed, labeled and shipped again. Efficient, the process is not.
Amazon is working on a solution that could revolutionize digital gift buying. The online retailer has quietly patented a way for people to return gifts before they receive them, and the patent documents even mention poor Aunt Mildred. Amazon's innovation, not ready for this Christmas season, includes an option to "Convert all gifts from Aunt Mildred," the patent says. "For example, the user may specify such a rule because the user believes that this potential sender has different tastes than the user." In other words, the consumer could keep an online list of lousy gift-givers whose choices would be vetted before anything ships.
Amazon's idea has raised the ire of the Miss Manners crowd, which thinks the scheme rather uncouth. After all, receiving an e-mail notification of a forthcoming gift - and thereby being able to check its price - is hardly the same as unwrapping the item at home.
Anna Post, great-great-granddaughter of the late etiquette author Emily Post and spokeswoman for the Emily Post Institute, said she hopes the company realizes it is risking major backlash and abandons the idea. Because of Amazon's dominance online, she and others say they fear the idea could spread throughout the e-retailing industry, which this holiday season racked up $28 billion in gift purchases.
"This idea totally misses the spirit of gift giving," Post said. "The point of gift giving is to allow someone else to go through that action of buying something for us. Otherwise, giving a gift just becomes another one of the world's transactions."
END EXCERPT
GENIUS!!!
