Amazon launches Surprise! app that allows users to send personalized e-cards

A new app rolled out by Amazon, Surprise!, will allow users to send e-cards to friends and family to celebrate various occasions like, birthday, anniversaries etc.

Users can now personalize cards using photos, audio and videos from their own device or easily attach an Amazon Gift Card to accompany their "surprise," reported Tech Crunch.

The designs offered by the app are not as diverse as those offered by other e-card competitors and are relatively generic.

However, the big draw here is being able to send an Amazon Gift Card from your mobile device quickly without having to navigate the website or browse to the apt section in the app where gift cards can be sent out via email.