The new multi-year agreement sees power the launch of a retail for the Borders chain and its sister chain in the UK. Amazon will provide the site content, e-commerce technology, product fulfilment, and customer service of the new site, accessible through the old site addresses.
The site will be branded "Borders and Books etc working with Amazon.co.uk", compared with the US version, "Borders teamed with Amazon.com". It also mirrors a deal signed in 2001 for Amazon to power the Waterstone's website and increases the US dotcom's grip on the online books market, although Google recently launched a challenge through an online book search facility labelled Google Print.
"Borders has been working successfully with Amazon.com in the US for the past three years," Philip Downer, managing director of Borders UK, said.
"This is our first e-commerce site in the UK, and Borders.co.uk extends the wide choice, welcoming atmosphere and high service standards customers appreciate and respond to in our stores."
Robin Terrell, managing director of Amazon.co.uk, said: "In the US, 'Borders teamed with Amazon.com' has provided significant convenience for customers. We look forward to working on this similar experience for Borders and Books etc. customers in the UK."
Terms of the deal were not disclosed.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)