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Amazon.Com (AMZN) Launches Amazon Wine Marketplace

 November 08, 2012 12:44 PM

(By Balachander) Amazon.com Inc. (NASDAQ: AMZN) launched Amazon Wine, a marketplace offering customers more than a thousand wines from around the United States.

Customers can now shop a marketplace of more than a thousand wines crafted by wineries around the country, including Hall Wines, J. Bookwalter Winery, Pepper Bridge Winery and Torii Mor Winery, the Seattle-based online retail giant said.

Starting Thursday, Amazon.com said customers can ship up to six bottles of their favorite wine for $9.99.

"Whether it's helping customers find a favorite varietal, shop for holiday pairings or expand their cellar with a special hand-crafted bottle, we're excited to provide the right tools and information needed to guide them to the perfect wine," said Peter Faricy, vice president, Amazon Marketplace.

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The new store features easy-to-use shopping tools to help customers explore great wines and offers access to rich details directly from winemakers, such as tasting notes, recommended food pairings and total case production.

"People love to explore wine, but it is rare to have detailed information and opinions located all in one place," said Tom Hedges of Hedges Family Estate, Red Mountain, Wash. "What Amazon has done with their new wine store is take the experience of hundreds of tasting rooms and put them online."

Services will be available to California, Connecticut, Florida, Idaho, Illinois, Iowa, Nebraska, Nevada, North Carolina, Oregon, Washington, Wyoming and the District of Columbia, with more coming soon, the company said.

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With the launch of www.amazon.com/wine, Amazon is challenging San Francisco-based Wine.com that introduced its own online wine marketplace earlier this week.

AMZN shares fell 1.04 percent to trade at $229.65 on Thursday.

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