Facebook users can pitch in to buy a gift card for one of their friends using a new service from Amazon. A single user creates the card through Amazon Birthday Gift and then invites friends to contribute and raise the amount. The card can be created and redeemed via mobile devices. "It takes the happy birthday statement to whole new levels -- all of a sudden everything can be a group gift," said Paula Rosenblum, managing partner at Retail Systems and Research.

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