Is it really the thought that counts? Amazon doesn’t think so (and is probably tired of exchanging and reshipping items), so it’s been awarded a patent to develop a gift exchange system.
Under the still-hypothetical program, gift recipients could exchange presents sent to them via Amazon before the package even arrives. The patent gives the example of Aunt Mildred, as detailed by the Washington Post.
If Auntie orders you a disappointing gift every birthday, you can tell Amazon to automatically convert the gifts she orders you into something of equal value you’d rather have.
Those with good manners (and probably bad gift-givers) oppose the concept, which would effectively allow you to reject a gift before it reaches your doorstep. But the practice is expected to cut down on the 30 percent of returns Amazon sees.
Feed the Feed: Is Amazon’s gift exchange practice innovative or rude?