I'm not entirely sure what I think of this:
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.
The proposal has also brought into focus a very costly part of the e-retailing business model: Up to 30 percent of purchases are returned, and the cost of getting rejected gifts back across the country and onto shelves has online retailers scrambling for ways to reduce these expenses.
Amazon's patent is 12 pages long, with numerous diagrams, including a "Gift Conversion Rules Wizard" that shows how a user could select rules such as, "No clothes with wool." The document makes for curious reading, reducing the art of gift giving to the dry language of patentry.
So, someone buys you a gift through Amazon, who in turn send you an email warning you about the gift, so you can take the money the other person paid and apply it to something you would prefer. That seems kind of...rude, don't you think?
On the other hand, it might cut economic deadweight loss around the holidays....
The patent is number 7,831,439.