Byaggha
O-Henro Sama
As a shin buddhist, we recite the name of Amida Buddha. It is called the the recitation of the "Nembutsu" ( Namu Amida Butsu ).
Hm. Now I've a question. Why the recitation? I've heard it linked to good karma, but I'm not sure that's due to the recitations alone, or the good habits thinking of/emulating the Buddhas produce?
The origin of the nembutsu practice originates from the Primal Vow ( the 18th of 48 vows made by Amida Buddha when he was still a Bodhisattva ) which Amida proclaims that anyone who wishes to be reborn in the Pure Land need only call out his name. That is an explanation in it's purest form. Of course there are several interpretations even within the Pure Land school about the Nembutsu teaching.
My understanding of the recitation of the Buddha's name is simply an expression of gratitude. All who wish to be reborn in the Pure Land will be. Reciting
Namu Amida Butsu is a way of saying thank you for the Dharma.