Amazon aims to ensure users never miss a loved one's birthday again

Amazon has unveiled a new 'friends and family gifts' platform that will allow users to set automatic reminders for special occasions, ensuring they never missed a loved one's birthday again.

Among the new features offered by the service will be the ability to save the birthdays of friends and family members. Just before the big day, users will receive email reminders of upcoming dates and get suggestions for gift ideas.

Additionally, the service will offer a "lists" feature which will allow users to assemble lists for future gifts. These can be shared with friends and family via plug-ins for Facebook, Pinterest and Twitter, ensuing they always know what to buy.

"Friends & Family Gifting on Amazon makes gift-giving fun and easy," said Amazon senior manager for wish list and gifting Andy Rosenbaum..

"You will never forget a birthday and will have great gift ideas ready for this holiday season and special occasions year-round."

The launch comes near the end of what has been a record-setting holiday shopping season for Amazon and other online retailers. Earlier this month the company recorded its best ever single day sales mark.

Some analysts have estimated that by the end of December customers will have raised total spending by some 30 percent over the 2011 season.