Amazon Launches Own Merchandise Line (Nasdaq: AMZN) ventured into the private-label product market today with the launch of’s Bag Shop. The new feature offers a custom-designed collection of six bags, which range in price from $29.99 to $79.99 (US$) and are designed to be “a high-quality, highly functional, fashion-forward product.” “seeks to be the world’s most customer-centric company, where people can find and discover anything they may want to buy online.” Like all other products on its Web site, is soliciting reviews of each bag from customers who buy them.

The bags, pictured on the Bag Shop page, are designed to hold laptop computers, cellular phones, books, gym clothes and other items. The line includes a Shoulder Tote, a Messenger Bag, a Monostrap Pack, a Backpack, a Computer Backpack and a Computer Brief. While two bags are dubbed “computer” bags, all six have padded pockets that are designed to protect laptops. The bags also have room for the videos and CDs that Amazon sells.

The online retailer takes advantage of its new bag shopping page to advertise some of the electronic items that will fit in the bags — with links to buy those items from The company highlights palmtop organizers and portable CD, DVD and MP3 players as items perfect for breaking in the new bags.

Building a Brand’s bags are the first step in a strategy to capitalize on a brand name that has helped make the top shopping site on the Internet. According to Media Metrix, attracted more than 11.4 million visitors in July.

“As the brand evolves, offering branded merchandise is an important and exciting step,” vice president and general manager Mary Morouse said.

In addition to its flagship site, operates Amazon sites in the United Kingdom and Germany. also operates PlanetAll, the Internet Movie Database and The company has not indicated whether it plans to launch merchandise lines based on those sites.

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