For some websites, this makes a lot of sense.<p>A language learning website that I use recently added trophies to their beta. They previously already had a points system for studying completed and contributions as well. It really works well and helps motivate you a little.<p>For others, not so much. If Amazon added things like that, I would just scoff and ignore it. And if possible, I'd probably disable it. I don't need a retailer to game me into buying things.
There have been websites that have done this for years. They are called on-line arcades and people go there to play games. You can even sell advertising on the site to make money. Go figure.<p>But gamifying something that is not a game, well, that must be different, right? Somehow...? I'll use the word "engagement," there we go.