Ordinarily I buy gift cards, including Amazon gift cards, at a kiosk in a local store. They get activated at the cash register when I pay for them, and -- boom -- we're done.
I ordered this one from Amazon since a) I was ordering other stuff, and it was convenient to add this to the order; and 2) it came in a cute "cupcake" tin, suitable for presentation as a birthday present. Unfortunately, the card is not active when you get it. You either need to scan the UPC on the back with a phone capable of doing that; or you need to login to am Amazon account on a computer and activate it that way. Since I was giving this to kid too young to own a cell phone, and without her own "Amazon account", this was a little problematic.
I worked it out, but c'mon Amazon, get with it. When I pay you $25 for a card, just give me an activated card with $25 on it -- it's not like we're trading ancient artworks, or something.
Other than that, it's a gift card, in a cute box. What more can be said?