October 31, 2006 05:06 ET announces new 'Sex and Sensuality' store

Continued major category expansion following launches of 'Watches' and 'Health & Fitness' stores

LONDON, UNITED KINGDOM--(CCNMatthews - Oct. 31, 2006) - today announces the launch of its 'Sex and Sensuality' store, featuring a wide selection of adult toys, games and accessories. The move is part of's strategy of continuing expansion into new categories and follows the recent launches of two new stores - 'Watches' and 'Health & Fitness'.

The 'Sex and Sensuality' store will feature hundreds of adult products from sex aids and vibrators to condoms and lubricants. Aimed at both men and women, customers will benefit from the anonymity offered by online shopping as well as discreet packaging.

The 'Sex & Sensuality' store is located on under the 'Personal Care' category. Products are clearly flagged as for sale to over-18s only, and there are no links to 'Sex and Sensuality' elsewhere on the site. Amazon's famous recommendation technology is also switched off for purchases on the store, meaning that customers will not have 'Sex and Sensuality' sale ideas suggested to them.

Major brands such as Storm, Baby-G and Accurist feature on the Watches store, while Health and Fitness majors on bigger fitness items such as rowing and running machines.

Increasing selection is a key part of Amazon's global strategy, with new categories adding thousands of products to the extensive range already on offer.

"Category expansion is an important part of the continual development of our retail business," said Brian McBride,'s Managing Director. "The creation of these new stores illustrates our ongoing commitment to providing everything and anything that customers could possibly want under one virtual roof."

- Ends -

About opened its virtual doors in October 1998, and strives to be the world's most customer-centric company, where customers can find and discover anything they might want to buy online. and sellers list millions of new and used items in categories such as Books, Music, Video, DVD, Software, PC & Video Games, Electronics & Photo, Home & Garden, and Toys & Games. Through Amazon Marketplace, zShops and Auctions any business or individual can sell virtually anything to's millions of customers. customers enjoy the benefits of industry-leading online-shopping technology, such as secure credit-card payment, personalised recommendations, streamlined, 1-Click® ordering and hassle-free Bid-Click® auction bidding. Through Amazon Anywhere, is also available on mobile phones with WAP technology--see for details. operates six websites:,,,, and is the trading name for Amazon EU Sarl and Amazon Services Europe S.a.r.l, both wholly owned subsidiaries of global online retailer, Inc. (NASDAQ: AMZN).

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 potential future losses, significant amount of indebtedness, competition, commercial agreements and strategic alliances, seasonality, potential fluctuations in operating results and rate of growth, foreign exchange rates, management of potential growth, system interruption, international expansion, consumer trends, inventory, fulfillment center optimization, limited operating history, government regulation and taxation, fraud, and new business areas. More information about factors that potentially could affect's financial results is included in'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 Information

    Damian Peachey / Ben Howes
    020 8636 9280