July 6, 2006 6:36 AM PDT

Amazon expands into kids' retail

Four months after breaking its ties with Toys "R" Us, online retail giant Amazon.com has unveiled its own departments specializing in toys and baby products.

The Seattle-based company announced on Thursday the opening of the two departments, which will supplement its existing inventory of books, DVDs, electronics, clothing, housewares and other items. The Toy Store, found under the "Toys & Games" tab on the Web site, offers a selection of children's playthings, from stuffed animals to remote-control cars. The Baby Store, which includes a gift registry, sells clothing, toys and gear for the under-2 set. Items from partner retailers such as Target and the Discovery Channel Store will also be available.

Amazon aims for both the Toy Stores and Baby Stores to sell a melange of well-known brands and hard-to-find items. Purchases from the two new departments will be eligible for Amazon promotions, such as "Free Super Saver Shipping," which axes shipping charges in exchange for a longer delivery time, and the "Amazon Prime" program, which charges a yearly fee for two-day shipping on all purchases.

This isn't the only recent expansion that Amazon has made. In June, the company announced that it would begin selling groceries online.

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