Amazon Books An E*Trade Expedition

Online bookseller Amazon.com and online brokerage firm E*Trade Group Inc. have signed an exclusive marketing agreement to create a cobranded bookstore on the Destination E*Trade website. Recently launched and available through E*Trade's Marketplace, the bookstore offers E*Trade customers, members and visitors the top-selling books in personal finance and online investing at Amazon.com's reduced prices, the companies say.
     Menlo Park, Calif.-based E*Trade says that the integration of the Seattle-based bookstore into its site is part of the firm's strategy to provide access to value-added e-commerce services for online investors.
     By participating in the cobranded bookstore, Seattle-based Amazon says that it is adding to E*Trade's value proposition by presenting E*Trade customers with another informational resource, and that the deal provides greater recognition for its own brand through positioning on a top online investing site.