Amazon Services to Offer Clients Search Engine Marketing Tools and Expertise

Paul Demery

To Help Maximize Their Marketing Investment

MOUNTAIN VIEW, Calif., Aug. 17 -- Efficient Frontier, the leading provider of search engine marketing (SEM) solutions, today announced that Amazon Services, Inc., a subsidiary of Amazon.com, Inc., will offer the Efficient Frontier search engine marketing solution to its retail clients. The Efficient Frontier solution enables retailers to expand the reach of their online shopping sites by dynamically allocating marketing investment across millions of keywords.

Amazon Services enables retailers to use Amazon`s proven technology, operational capabilities and professional services to advance their own brands and business goals. Some examples of existing retailers using Amazon Services e-commence enterprise solutions include Diane Von Furstenberg ( dvf.com ) and Target Stores ( target.com ).

"Amazon Services is dedicated to continually adding new or enhanced services to the e-commerce solutions we provide our clients," said Amazon Services Vice President Cayce Roy. "We chose Efficient Frontier because we believe they can offer our retail clients search engine marketing services that are among the best in the market today."

Efficient Frontier combines Wall Street analytics with consultative services to manage search engine marketing campaigns effectively. As a result, customers significantly increase the number of performing keywords, uncover new sources of revenue, and reduce the risk and volatility generally associated with search engine marketing.

"Amazon Services has set the standard for enabling companies to do business via the Web," said Ellen Siminoff, president & CEO, Efficient Frontier. "As search marketing continues to grow at this fast pace, being able to manage spend and garner results is key. We are pleased to be part of the innovative solutions Amazon Services is bringing to its enterprise retail clients."

About Efficient Frontier
Efficient Frontier is the leading provider of paid search engine marketing (SEM) solutions. By combining technology based on Wall Street analytics with expert client services, Efficient Frontier reduces the complexity inherent in search engine marketing, and enables customers to realize an average increase in ROI of 20 -- 50 percent. With Efficient Frontier, online marketers can maximize the effectiveness of millions of keywords, across search engines, including Google and Yahoo Search Marketing, based on business objectives and marketing budgets. Today, Efficient Frontier manages more than $150 million in annual PPC spend, counts 40 of the top 500 search advertisers as clients and manages over 10 million keywords. Headquartered in Mountain View, Calif., Efficient Frontier is privately held with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit the company`s Web site at http://www.efrontier.com or call 650-567-1000 or 877-2-SEM NOW.

Amazon.com Forward Looking Statement
This announcement contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934. Actual results may differ significantly from management`s expectations. These forward-looking statements involve risks and uncertainties that include, among others, risks related to potential future losses, significant amount of indebtedness, competition, management of growth, potential fluctuations in operating results, international expansion, outcomes of legal proceedings and claims, fulfillment center optimization, seasonality, commercial agreements, acquisitions, and strategic transactions, foreign exchange rates, system interruption, consumer trends, inventory, limited operating history, government regulation and taxation, fraud, and new business areas. More information about factors that potentially could affect Amazon.com`s financial results is included in Amazon.com`s filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K for the year ended December 31, 2004, and all subsequent filings.

NOTE: Efficient Frontier is the trademark of Efficient Frontier, Inc. Any other marks used in this document are trademarks or registered trademarks of the manufacturers or marketers of the products with which the marks are associated.

For more information contact:
Efficient Frontier
Michelle Schofield
O: 650-567-1052
C: 510-410-1260

Scott Davila
Carter Ryley Thomas
P: (804) 675-8146


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