Spanish startup Giftri helps find personalized gifts on Amazon using Facebook data

March 20
2:58 PM 2014

Spanish gifting startup Giftri wants to help consumers find the perfect gift for their friends. The company does this using data collected from Facebook, wrote TechCrunch.

Founder Soren Beck Jensen explained: "We look at the general profile, such as 'Single woman in her 30s living in California', and parse it through a huge data map for Amazon that we call 'The Matrix.' It uses weighing algorithms to find Amazon categories, such as 'Ladies purses' or 'Art supplies', for that profile. From the category we then look for 'Most gifted' and 'Most wished for' items."

In other words, Giftri searches a person's Social Graph and Interest Graph to come up with gift recommendations on Amazon that will match the recipient's expectations. The site also lets users rate the suggestions that resulted from the search. The startup makes money through affiliate commissions from Amazon, the report detailed.

Giftri is planning to add more e-retailers in its service and pull in more revenue sources with "featured products," TechCrunch reported.

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