Amazon announced a new concept of social gift giving on Facebook called "Amazon Birthday Gift" where friends can send a person gift cards along with a personalized birthday message.

Birthdays are a big occasion and everyone likes receiving wishes and gifts. With the advancements in technology and the growing popularity of social networking sites, sites like Twitter and Facebook are common places where most birthday wishes come in from. Combining the birthday gifting tradition with "Facebooking", Amazon has come up with a new concept called "Amazon Birthday Gift." Here a person starts by sending a birthday girt card to a recipient along with a personalized birthday message which doesn't appear on the recipient's timeline till the actual birthday. Other friends on the recipient's list can add to this birthday gift card. On the day of the recipient's birthday, the gift cards along with all the messages are posted on his/her timeline.

"Birthdays have always been social occasions, and sites like Facebook now make it possible for anyone around the world to send birthday wishes to friends - with Amazon Birthday Gift, those many individual messages can become a big gift," said Steve Shure, Amazon vice president, traffic in a press statement. "Whether it's your best friend or your old high school teammate, Amazon Birthday Gift lets you join a social gift that will grow as more friends participate, which makes giving and receiving birthday messages on Facebook even more fun."

The gift card works by a person adding $1, $5, $10 or $25 Amazon.com Gift Card to the birthday message. This allows the recipient to by whatever he or she wants with the total amount collected from Amazon. Currently, Amazon is also offering a limited period deal where in Amazon Gift card users could win $3 credit.

Check out the video to see how it works.