Launches New Program to Level the Playing Field for Small Publishers Advantage Program Empowers Independent Publishers to Sell More

Books Online

Feb 26, 1998, 00:00 ET from, Inc.

    SEATTLE, Wash., Feb. 26 /PRNewswire/ -- Earth's Biggest Bookstore and
 leading online retailer, (Nasdaq:   AMZN), today announced it will
 kick off Small Press Month with the launch of Advantage, an
 innovative new program designed to increase the visibility and sales of titles
 from independent publishers. Advantage will help level the playing
 field for smaller publishers by providing the tools and framework to ensure
 their books appear more often and more prominently throughout's
 catalog of 2.5 million titles.  Typically, small publishers have been shut out
 of traditional distribution channels. Advantage changes that.
     In the publishing industry a book must reach a certain critical mass
 before it makes it into existing wholesale channels. has redefined
 what critical mass means by combining worldwide demand with centralized
 distribution. Advantage is a free program enabling independent
 publishers to place a limited quantity of books in's distribution
 centers for immediate availability to customers.  Member titles will be
 upgraded on the site to "usually ships in 24 hours," instead of the
 usual four to six week delivery promise for special order titles.
     Participating titles will be assigned subject classifications to help
 surface the book through's rich subject browsing features. will also scan the book cover, at no cost to the publisher, for
 inclusion on the title's detail page and help member publishers add persuasive
 title information such as descriptions, excerpts, tables of contents, and
 author and publisher comments to the page.  Faster book availability, improved
 subject browsing classification, and richer content will make it easier for
 customers to discover and buy books from independent publishers.
     "With more than 2.5 million titles in our catalog from more than
 50,000 different publishers, has always provided an opportunity for
 small publishers to succeed," said Jeff Bezos, founder and CEO.
 "Now through Advantage a title from an independent publisher can
 have the same prominence, immediate availability, and level of exposure as a
 title from a larger publisher who typically has more resources at their
     Learn more about Advantage at Inc., Earth's Biggest Bookstore, is the largest online retailer
 of books. offers a catalog of 2.5 million titles, easy-to-use
 search and browse features, e-mail services, personalized shopping services,
 secure Web-based credit card payment, and direct shipping to customers. has virtually unlimited online shelf space and offers customers a
 vast selection through an efficient search-and-retrieval interface, as well as
 streamlined ordering through 1-Click(SM) technology. pioneered the
 concept of syndicated selling on the Internet and has more than 30,000 members
 in its Associates Program including, Yahoo!, Netscape, Excite, the
 AltaVista Search Service, the @Home Network, and the Prodigy Shopping Network. is headquartered at 1516 Second Avenue, Seattle, WA 98101.
 Internet address:  Telephone:  206-622-2335.
     This announcement contains forward-looking statements that involve risks
 and uncertainties, and actual results may differ materially from predicted
 results.  Potential risks and uncertainties include, among others,'s limited operating history, the unpredictability of its future
 revenues, and risks associated with capacity constraints and management of
 growth.  More information about factors that potentially could affect's financial results is included in the company's final prospectus,
 dated May 15, 1997, as well as the company's Form 10Q for the third quarter
 ended September 30, 1997, both filed with the Securities and Exchange
 Commission., Earth's Biggest Bookstore, and 1-Click are service marks of Inc.  Other product and company names are trademarks and/or
 registered trademarks of their respective owners.