October 19, 2012, 12:29 PM

Amazon’s not kidding around

Its Quidsi subsidiary is driving deeper into selling children’s products.

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Quidsi, which operates Diapers.com, Soap.com, BeautyBar.com, Wag.com, YoYo.com, Casa.com and Vine.com, is adding two new kid-centric stores to the list, the retailer announced today. AfterSchool.com sells kids’ sports and activities gear and Bookworm.com, children’s books.

Quidsi already offers kids’ toys through YoYo.com and it caters to baby needs at Diapers.com. The company is owned by Amazon.com Inc., No. 1 in the Internet Retailer Top 500 Guide. 

AfterSchool.com features seven categories of items: team sports, individual sports, outdoors, games, crafts, dance and shoes and apparel. The Gear Finder tool on the home page simplifies navigation; consumers enter the type of activity, age and type of gear they are looking for to find items. The site also offers checklists and guides to help parents ensure they’ve bought everything their child needs. AfterSchool.com is “one place dedicated to all of their kids’ interests, from soccer to baseball to dance to art,” says Marc Lore, CEO and co-founder of Quidsi. 

Bookworm is designed to help parents find books for their kids and lets them search by age and such categories as new, best-sellers, top-rated, classics or holiday hits. Shoppers may bookmark titles they’d like to return to later. Additionally, the store offers personalized recommendations to shoppers based on not only what they’ve bought from Bookworm in the past, but also books they’ve bought on YoYo.com or Diapers.com, Quidsi says.

Shoppers can add items from all the Quidsi sites to a shopping cart and pay on a single checkout page, the company says. That allows shoppers to add items from multiple sites to reach the $49 order minimum Quidsi requires for free one- to two-day shipping, it says. 

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