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Amazon.com Launches New Toy and Baby Stores with Largest Selection Ever; Toy and Baby Items Sold by Amazon Now Eligible for Free Super Saver Shipping and Amazon Prime

SEATTLE--(BUSINESS WIRE)--July 5, 2006--Amazon.com (Nasdaq:AMZN) today announced the grand opening of its new Toy and Baby Stores, which feature tens of thousands of products, including hard-to-find items from specialty retailers. This is the largest selection of Toy and Baby products ever offered through Amazon.com and for the first time, Toy and Baby products are eligible for Free Super Saver Shipping and Amazon Prime, enabling customers to save even more on their purchases.

"We are incredibly proud of our new Toy and Baby stores," said Jeff Bezos, founder and CEO of Amazon.com. "We've never been able to offer our customers this much selection, plus the added benefit of Amazon Prime and Free Super Saver Shipping -- we think this is a winning combination that will benefit our customers for years to come."

Amazon.com's new Toy Store (www.amazon.com/toys) carries a wide variety of leading brands, including, Fisher-Price(R), Hasbro(R), LeapFrog(R), Lego(R), Mattel(R), and VTech(R). In addition, Amazon.com also carries the complete lines of Ty Plush (including Beanie Babies(R) and Pluffies(R)) and Madame Alexander(R) dolls. With 17 categories of products such as Dolls & Accessories, Games, and Learning & Education, the new Amazon.com Toy Store has something for children of all ages.

Amazon.com's new Baby Store (www.amazon.com/baby) also carries an extensive collection of products for outfitting children from birth to two years old, and includes everything from receiving blankets to nursery furniture to educational games. And to help customers find the perfect baby gift, the Amazon.com Baby Registry (www.amazon.com/babyregistry) enables customers to search, discover and register, from a huge selection baby products from leading brands, including Baby Bjorn(R), Babylicious(R), Evenflo(R), Elegant Baby(R), and more.

In addition to Amazon's own Toy and Baby inventory, thousands of additional items are listed by popular merchants including Target, eToys, Discovery Channel Store, and Babystyle, making it even easier for customers to find exactly what they're looking for.

Both Amazon's Toy and Baby Stores offer Amazon's unparalleled customer service, and popular features such as personalized recommendations and editorial reviews. In addition, Amazon.com allows customers to contribute their own reviews, and upload personal pictures of products on product detail pages.

About Amazon Prime

Amazon Prime, Amazon.com's first-ever membership program, is available to customer for a flat fee of $79 per year. Amazon Prime members receive unlimited, express two-day shipping for free, with no minimum purchase requirement on over a million eligible items sold by Amazon.com. Members can order as late as 6:30 p.m. ET and still get their order the next day for only $3.99 per item, and they can share the benefits of Amazon Prime with up to four family members living in their household. Sign up for Amazon Prime at www.amazon.com/prime.

About Amazon.com

Amazon.com, Inc., (Nasdaq:AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection. Amazon.com, Inc. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Amazon.com and other sellers offer millions of unique new, refurbished and used items in categories such as health and personal care, jewelry and watches, gourmet food, sports and outdoors, apparel and accessories, books, music, DVDs, electronics and office, toys and baby, and home and garden.

Amazon and its affiliates operate websites, including www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.co.jp, www.amazon.fr, www.amazon.ca, and www.joyo.com.

As used herein, "Amazon.com," "we," "our" and similar terms include Amazon.com, Inc., and its subsidiaries, unless the context indicates otherwise.

Forward Looking Statement

This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management's expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to competition, management of growth, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions and strategic transactions, foreign exchange rates, system interruption, significant amount of indebtedness, inventory, limited operating history, government regulation and taxation, payments, fraud, consumer trends, and new business areas. More information about factors that potentially could affect Amazon.com's financial results is included in Amazon.com's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 31, 2005, and all subsequent filings.


    CONTACT: Amazon.com
             Amazon.com Media Line, 206-266-7180 (Media Contact)

    SOURCE: Amazon.com

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