Another factor I've seen helping amazon is the fact that their amazon gift cards are basically being used as a form of currency. I often trade stuff online and

Another factor I've seen helping amazon is the fact that their amazon gift cards are basically being used as a form of currency. I often trade stuff online and everyone often uses amazon gift cards. The reason is because you can redeem an amazon gift card immediately to your account to make sure you don't get scammed. With most other gift cards, even after the trade the other person can still use the gift card. I'm surprised other companies haven't realized this. If people are able to use your gift cards as a form of currency then it really helps the overall brand because eventually people are going to buy stuff with the gift cards.