Press Release

<< Back Makes This Holiday Season the Easiest Yet for Toy Shoppers

Innovative Search Features and Videos on Every Product Page Help Customers Select the Season's Hottest Toys

SEATTLE--(BUSINESS WIRE)--Nov. 1,, Inc. (NASDAQ:AMZN) today unveiled a new section of its Toy Store called The Holiday Toy List (, featuring new, innovative navigation tools and videos on every product page for over 450 of this year's top toys, video games and sporting goods. Utilizing search features from its popular shoe website, customers can now quickly narrow and expand search results by age, gender, price, category, favorite characters and preferred brands simultaneously. In addition, each product page will feature video content demonstrating the toys in action that customers can e-mail to family and friends as well as options for customers to upload their own video reviews or download and print a PDF of The Holiday Toy List.

"Amazon has made it easier than ever for customers to discover the perfect gifts for their kids, by creating the ultimate holiday toy destination that's simple to use, convenient and fun," says Mark Randall, vice president of the Toy and Baby stores for "The Holiday Toy List is a place where parents can really engage and learn about the products their kids are asking for by watching interactive videos of the products and reading customer reviews and ratings from other parents."

The Holiday Toy List features products from leading vendors like Hasbro, Disney, Nintendo, Leapfrog, LEGO, Fisher-Price, Mattel and Razor. With most products in The Holiday Toy List eligible for Free Super Saver Shipping and Amazon Prime, customers will find great value and convenience in shopping at this holiday. Products expects to be among customer favorites include:

  • EyeClops Bionic Eye by Jakks
  • Brian the Brain by Mega Brands
  • Hannah Montana: Music Jam (Nintendo DS) by Disney
  • Barbie Girls by Mattel
  • Razor Pocket Mod Miniature Euro Electric Scooter by Razor
  • Smart Cycle by Fisher-Price
  • Mongoose Fuzz 20-inch Freestyle Bike by Mongoose
  • Super Mario Galaxy (Nintendo Wii) by Nintendo
  • Air Hogs Battling Havoc R/C Helicopters by Spinmaster
  • FurReal Friends Squawkers McCaw Parrot by Hasbro
  • Transformers Optimus Prime Voice Changer Helmet by Hasbro
  • ClickStart My First Computer by LeapFrog
  • Kidizoom Digital Camera by Vtech

More favorite features that can be found on The Holiday Toy List pages include customer reviews, product recommendations, customer discussions and exclusive reviews from experts who have interacted with the toys. Additionally, parents and kids can create holiday wish lists and gift lists and add items with a single click from any product page.

About, 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., 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. 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,,,,,, and the Joyo Amazon websites at and

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

Forward-Looking Statements

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, new products, services and technologies, 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, government regulation and taxation, payments and fraud. 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, 2006, and all subsequent filings.

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