Huge Selection of More Than 20,000 Products Offered at Discounts of Up to 30% and Free Shipping

TOKYO October 12, 2004 - Leading online retailer Amazon.co.jp (http://www.amazon.co.jp/) today announced the launch of its new Toys & Hobby store (http://www.amacon.co.jp/toys)--a single destination offering more than 20,000 items in 21 product categories at discounts of up to 30 percent and free shipping.

At Amazon.co.jp's new Toys & Hobby store, Japanese customers will find all of their favorite brands, from popular Japanese brands including Bandai, Tomy, and Takara to foreign well-known brands such as Lego and Playmobil. Within the Toys & Hobby store, there is the Hobby Corner with thousands of Japanese customers' favorite character goods, including the full-series of Gundam models and Star Wars figures. The Hobby Corner also features a number of trading cards, jigsaw puzzles, and model trains.

The store features a unique Web site function called "Browse-by-Age-Range," which makes it easy for customers to find the perfect toy or hobby product based on a child's age. Additionally, customers can browse and search the store by a number of helpful criteria, including characters and brands, categories and manufacturers. The character and brand browse feature makes it easy for customers to find virtually any product associated with their favorite characters, including books, DVDs, comics and video games-all in one shopping trip.

At Amazon.co.jp's Toys & Hobby store, customers can find and discover thousands of popular and collectors items the Amazon way - with low prices, easy navigation, free shipping service for purchases of 1,500 Yen or more (tax included), COD (handling charge is \198) and pre-ordering. The Toys & Hobby store also provides all of the tools and helpful information that Amazon.co.jp customers have come to expect, such as Amazon and Customer Reviews, ratings of toys based on fun, education and durability, Wish lists*1, similarities, top sellers, and buying guides.

"We are very excited to offer such a large variety of toys and hobby products to our customers in Japan at the lowest possible prices, as well as extend our free-shipping policy to the new store," said Jasper Cheung, President of Amazon Japan, K.K.. "Our selection includes toys that both kids and grownups will love, from Barbie to Gundam, and from Choro-Q cars to radio-controlled airplanes and ships. New features like Browse-by-Age-Range make Holiday shopping and gift giving easy and convenient for Japanese customers."

To celebrate the opening of the Toys & Hobby store, Amazon.co.jp is running a promotion whereby customers receive a 300 yen instant redeemable gift certificate with a purchase of more than 3,000 yen from our Toys & Hobby store through the end of October. In addition, the site will feature, interviews with celebrities including Konishiki, Kane Kosugi, Shinji Maggy, Chiharu, Thane Camus, Yuzo Gucci, Reiko Chiba, Toru Furuya, Bakuromi, Mamoru Oshii and others. Also you can find the products related to the interviews in the Toys & Hobby store.

Examples of the products which the celebrities introduce in the store are as follows: Kane Kosugi: Lego Designer Set Robot Designer Delux 4508, G.I.JOE'S G.I.JOE Chiharu: Rica Doll P42N Princes Rica, Price SBL-9 Grewviegrouve. Thane Camus: Dragon, MF2-04 Automaster Lian, HARAPECO AOMUMUSHI puzzle & cards. Reiko Chiba: Princes Collection Barbie Swan Lake, U?SA?HA?NA beads designer, Lego Red Bucket 4244

* Wish lists: are useful for birthdays or any other special day! They ensure that gifts are sent to the right place and that the recipient doesn't receive more than he or she wants.

About Amazon.co.jp www.amazon.co.jp

Amazon.co.jp opened its virtual doors in November 2000, and strives to be the world's most customer-centric company, where customers can find and discover anything they might want to buy online. Amazon.co.jp today offers millions of Japanese and foreign language books, videos, DVDs, software titles, PC & video games, electronics and Home& Kitchen items. Through the Amazon Anywhere mobile commerce platform, Amazon.co.jp is also accessible via i-mode, EZweb and Vodafone Llive! wireless devices. Amazon.co.jp customers enjoy the benefits of industry-leading, online shopping technology such as secure credit-card payment; COD payment; personalised recommendations; and streamlined, 1-Click ordering. Amazon.com and its affiliates operate seven Web sites: www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.fr, www.amazon.co.jp, www.amazon.ca and www.joyo.com.

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, commercial agreements and strategic alliances, seasonality, potential fluctuations in operating results and rate of growth, foreign exchange rates, management of potential growth, system interruption, international expansion, consumer trends, inventory, fulfillment center optimization, 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, 2003, and all subsequent filings.

Please direct inquiries related to this press release to:
Amazon Japan K.K.
PR: Misao Konishi / Megumi Miyazaki
Tel: 03-4288-4020
E-mail: press@amazon.co.jp
Or contact the PR Agent:
Vector, Inc.
Kaori Nishida / Sayaka Ishigaki / Saori Kiryu
Tel: 03-3403-2232
E-mail: amazon@vectorinc.co.jp