Feedback needed on Amazon site

Hi guys

I love this forum. The wealth of ideas here is always encouraging and the discussions are always great to read and be a part of.

This past year I have created several Amazon Affiliate sites which have seen a steady stream of pocket money. But in 2012 I want to create a lot more than just pocket money.

I've decided the niche-site model is not for me. Too much maintenance, and when products disappear off of Amazon I need to trawl my sites looking to add replacements. Also, let's face it, the niche-site review model doesn't often create a lot of value for the end user (I know it can, but it often doesn't).

So I created Gift Scoop (aimed at the UK audience). This is designed to work like an e-commerce store. I don't want to try and usher users to Amazon as quickly as possible - I want them to browse my site and enjoy it. I want them to engage with my content and, dare I say, my brand. But I have a few questions that I know will yield great feedback here:

• Is it clear what the site is/does
• Should it be more focused (i.e. niche)?
• Is the content on the product pages valuable?
• Can you find what you want easily?
• Is this a site you'd share with friends? If not, what makes you share with friends?
• Is the user experience fluid and simple?

After the bloodbath of Panda earlier in the year I want to create pages which don't have affiliate links on them; pages which might get shared through genuine interest. For example, the puppy e-card, the stores section and the blog.

Looking for real feedback here. I've done my best to break convention and created a site which I believe can grow into something brilliant. Your thoughts would be very much welcomed.

Thanks, and have a great New Year!