Amazon Allowance enables parents to establish a weekly or monthly payment schedule to credit their children’s Amazon accounts with a cash balance, similar to offering them gift cards. The service — which works for anyone, not just family members — provides recipients with a means of shopping without a credit or debit card. It is also targeting the next generation of young online shoppers. Retailers such as JC Penney, Target and Walmart have made e-gifting (electronic gift cards) part of their new strategies, according to Bloomberg. CEB projects that e-gifting will reach $14 billion in 2017, more than double last year’s figure.