October 21, 2010:

Luxembourg, 21 October 2010 - Amazon.co.uk today announced the "Heidi Klum for New Balance" collection is now available exclusively at Amazon.co.uk (www.amazon.co.uk/clothing).

"The range of "Heidi Klum for New Balance" is a great addition to the Clothing Store at Amazon.co.uk," said Kes Nielsen, director, Clothing at Amazon.co.uk Ltd. "The line is amazing – gorgeous fabrics and incredibly styled – and we are delighted that Amazon.co.uk will offer it exclusively."

Retailing from £26 to £132, the "Heidi Klum for New Balance" collection includes tunics, knits, woven tops, leggings and outerwear pieces, all created for active women and featuring high-end fabrics, such as cashmere blends, cottons and silks.

"Finding and making the perfect basic is a major challenge, and I think with this collection we rose up to that challenge. When I gave the Project Runway designers the opportunity to create a look for my collection, they thought it would be easy but soon realised how hard it is! A great basic with an interesting twist is special and catches the eye--it makes you want to turn to it in your wardrobe again and again," said Klum. "I think this collection does achieve that perfect blend of versatility and uniqueness. I'm also excited to have partnered with Amazon. I love the convenience of shopping online on my own time and having packages delivered to my doorstep - it doesn't get much easier than that!"

The "Heidi Klum for New Balance" collection benefits from all of Amazon.co.uk’s delivery options including unlimited free One-Day Delivery for an annual membership fee of just £49 with Amazon Prime, and Free Super Saver Delivery where each and every product sold by Amazon.co.uk automatically qualifies for free delivery within the UK. Please visit www.amazon.co.uk/supersaverdelivery and www.amazon.co.uk/prime for details.

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For further information please contact the Amazon.co.uk Ltd press office on 020 8636 9280.

About Amazon.co.uk
Amazon.co.uk opened its virtual doors in October 1998 and strives to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices.

Amazon.co.uk and other sellers offer millions of new, refurbished and used items in categories such as Baby, Books, Car & Motorbike, Clothing, DIY & Tools, DVD, Electronics & Photo, Grocery, Health & Beauty, Home & Garden, Jewellery, MP3, Music, Musical Instruments & DJ, Office, PC, Pet Supplies, Shoes, Software, Sports & Leisure, Toys & Games, Video Games and Watches.

Kindle and Kindle 3G are the revolutionary portable readers that wirelessly download books, magazines, newspapers, blogs and personal documents to a crisp, high-resolution electronic ink display that looks and reads like real paper. Kindle 3G utilises the same 3G wireless technology as advanced mobile phones, so users never need to hunt for a Wi-Fi hotspot. Kindle is the #1 bestselling product across the millions of items sold on Amazon.com.

Amazon Web Services provides Amazon's developer customers with access to in-the-cloud infrastructure services based on Amazon's own back-end technology platform, which developers can use to enable virtually any type of business.

Amazon.co.uk is a trading name for Amazon EU S.a.r.l, Amazon Services Europe S.a.r.l and Amazon Media EU S.a.r.l. All three are wholly owned subsidiaries of global online retailer Amazon.com, Inc (NASDAQ:AMZN), located in Seattle, Washington.

Amazon and its affiliates operate websites, including www.amazon.com, www.amazon.co.uk, www.amazon.de, www.amazon.co.jp, www.amazon.fr, www.amazon.ca and www.amazon.cn. As used herein, "Amazon.com," "we," "our" and similar terms include Amazon.com, Inc., and its subsidiaries, unless the context indicates otherwise.

Forward-Looking Statements
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 competition, management of growth, new products, services and technologies, 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, inventory, government regulation and taxation, payments and fraud. 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 most recent Annual Report on Form 10-K and subsequent filings.