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Make it easier for me to be nice to you

When you send an Amazon gift card to someone, they get an email with the card and a link that says, “Would you like to send a thank you?”

Amazon's thank-you prompt after sending a gift card.

And guess what? Lots of people do.

The recipient feels good about the experience, and the sender feels even better. And all of this positive reinforcement makes folks that much more likely to show up next time to buy another card.

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