Amazon's (AMZN) to Initiative Takes Aim as Facebook Gifts (FB)

Amazon.com (Nasdaq: AMZN) looking to get a little more social with its new Facebook-like feature feature.

Earlier, Amazon introduced the Friends & Family Gifting (FFG) initiative. Under FFG, "customers [will be able to] keep track of birthdays and special occasions, get shopping reminders and manage gift ideas for everyone on their list year-round."

Using the Gift Lists feature, customers can create and share gift ideas via email, Facebook (Nasdaq: FB), Twitter and Pinterest.

MasterCard (NYSE: MA) will be a partner with Amazon for FFG.

Though the plan is to integrate with Facebook, it appears like Amazon is looking to mimic and outdo Facebook Gifts, which was recently launched by the social networking giant as a way to monetize its 1 billion user base. Whether or not Amazon FFG will replace Facebook Gifts is a tough call, but one to watch for investors.

Amazon is indicated higher in early trading, while Facebook is trading a little weaker.

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