May 8, 2001, 12:00 AM

Proflowers becomes Amazon’s flower partner becomes the flowers tab at, just in time for Mothers Day.

Kurt Peters

Executive Editor becomes`s partner for flowers, the company announced today. Proflowers will be first featured on`s Mother`s Day gift page. Under the terms of the arrangement, customers will have the ability to purchase flowers by clicking on a direct link to the Proflowers web site. "Customers will see the logo on the Proflowers site at all times and can go back and forth with ease," said Barbara Bry, vice president of business development at Proflowers.

While many retailers want to do business with Amazon, several have ended up paying more than they could afford for the relationship which later got them in trouble. But Proflowers is confident that this relationship will work to their benefit. "We`ve structured a deal in such a way with Amazon that it can`t hurt us,” Bill Strauss, CEO of Proflowers, tells Internet Retailer. “We think both Amazon and Proflowers will win. It`s not going to be a case of one party benefiting at the expense of the other. It`s really set up as a win-win and we`re ecstatic about it."

Customers who visit Proflowers` site from will have access to Proflowers` full collection of direct-from-the-grower flowers. When a customer places an order at site, the order is sent directly to one of a network of growers who then cuts the flowers, packs the order and ships it via Federal Express, usually within 24 hours. Each order triggers at least three e-mails back to the customer: the first confirms the order, the second announces that the order was shipped, and the third indicates the order has arrived at its destination.



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