To describe the use of this another way, suppose you're writing a blog entry or web page, and you'd like to make your references to movies and books be links. Instead of having to search for the item, then cut and paste the Amazon url into your text, you just use the FindForward url, which is easy to use, like this:

I'm currently reading < a href="http : //findforward.com/books/the-enemy-lee-child" title="The Enemy by Lee Child at Amazon">The Enemy< /a> by Lee Child.

Note the use of dashes instead of spaces.
(I'm hoping I've formatted this to come out right. I've inserted spaces to keep the html from getting transformed.)