It's a nice alternative because you can insert a URL from your preferred store. This is also useful if you find a specific item for a lower price elsewhere, so you're not tied to Amazon. However, URL detection may not work in some stores. We tried fnac.com, but it couldn't detect the thumbnail or title.

It's interesting to read about the people behind Wishlephant: two parents who wanted to make things easier for other parents without favoring the biggest online store - it's easier to support smaller and local stores: wishlephant.com/page/about