However, it is likely to use this feature to direct ads based on user interest and, in the process, charge a higher amount for these targeted ads.

FORBES: Facebook's Gifts And Collections Could Spur E-Commerce Growth

This feature is smart-it personalizes the time for each customer based on their reading speed and is constantly updated as the reader's speed and habits change.

ENGADGET: Amazon's new Kindles now available in Canada, Paperwhite starting at CAD $139

This feature is smart - it personalizes the time for each customer based on their reading speed and is constantly updated as the reader's speed and habits change.

ENGADGET: Amazon announces $119 Kindle Paperwhite with illuminated, capacitive touch display

This feature allows users to easily buy and send gifts to each other based on suggestions while Facebook keeps a share of the purchases made.

FORBES: Facebook's Gifts And Collections Could Spur E-Commerce Growth