Adds Wish List for Holidays

Leading online retailer Friday added Wish List, a gift registry system intended to ease shopper’s confusion and pressure to find the perfect holiday gift.

The company says it introduced the registry in response to customer requests made during the last holiday season.

Amazon (AMZN) is banking on the likelihood that, with 12 million shoppers expected on its site this season, more customers will be able to find the Wish List of the person they are shopping for.

“With shoppers visiting up to 10 stores to find the perfect holiday gifts, no wonder people want an online gift registry,” said Jaleh Bisharat, vice president of marketing at “When you access Wish List at, much of the stress and frustration associated with holiday gift shopping can virtually disappear.”

To aid even the most distraught shopper, the registry gives access to millions of categorized gift items.

Wish List users can comment on the specific items, and entire families can register under one list. Ambitious registry users can also have their lists e-mailed to others.

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