Amazon Launches Dedicated Cell Phone Store

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Amazon Launches Dedicated Cell Phone Store

Amazon is taking another stab at cellphone and service sales. A new site, AmazonWireless, currently in beta, will offer phones and plans from Verizon and AT&T initially, with other carriers to follow. Amazon has long offered cell phones, but this is the first time it has placed them on a specialized Web site.

"We have taken our eight years' experience selling cell phones to create a new site that makes a potentially confusing transaction much easier for customers," said Paul Ryder, vice president of consumer electronics for Amazon.com.

The main purpose of the site, according to the announcement, is to ease the process of buying or upgrading a phone or plan by getting rid of the paperwork and rebate mailing that an in-store purchase engenders.

The new store is meant to streamline the process of buying cellphones for customers.

"AmazonWireless offers easy shopping without rebate hassles and free two-day shipping on all orders," spokesperson Stacey Page told the E-Commerce Times. "We've also eliminated the technical jargon that customers often face when buying a phone."

Lots of features are still not available. These include new family plans and additional lines for existing plans. AmazonWireless also does not carry phones without plans, although Amazon offers such plans through its other cellphone sales operations.

These issues will be addressed, Page said. "During this test phase, we're also working hard to add capabilities our current store does not have." She did not elaborate.

AmazonWireless offers more than 130 phones from Verizon and AT&T.

T-Mobile and Sprint will be added soon, Page said.

(July 11, 2009)