Instant delivery (I choose email delivery, not physical cards), no mailing, no wrapping, set the amount yourself, personalize with any message you want (lots of space to write) and lots of cute, even animated pictures to select from.
This is my "go to" gift for birthdays and major holidays. Since I am disabled, with an "empty nest", I find that giving a gift card is the easiest gift to give. I cannot go to the mall and shop. Yes, I could shop online for gifts, but why not let the recipient have the fun of shopping and getting the gift without paying for it. Gift card recipients tell me they LOVE to pick what they want to buy, (hope they are not fibbing!)
It saves on choosing the wrong color, the wrong size, duplicates and your loved one having to make an exchange or return. There is no having to mess with a "gift receipt" so they can do returns/exchanges if necessary.
Choosing to give a gift card is just as "personal" as choosing a sweater or theater tickets for someone. Amazon makes it easy, quick, secure and of course it is recorded with all your other items ordered in your purchase history.