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Press release from Business Wire

Amazon Kicks off Annual Holiday Toy List with Lightning Deals on Popular Toys

<p class='bwalignc'> <i>2012 Holiday Toy List gives shoppers access to a curated list of the season's most popular toys</i> </p>

Thursday, October 18, 2012

Amazon Kicks off Annual Holiday Toy List with Lightning Deals on Popular Toys09:01 EDT Thursday, October 18, 2012 SEATTLE (Business Wire) -- (NASDAQ:AMZN) – Amazon.com, Inc. today announced its 2012 Holiday Toy List (http://www.amazon.com/holidaytoylist), where customers can discover hundreds of this year's most popular and top rated toys, books, video games, electronics, movies, sporting goods and more. Starting today, Amazon will offer Lightning Deals every day through November 18 on items featured on the Holiday Toy List. Deals are available until the promotion period expires or all items are claimed. Additionally, customers can discover Amazon exclusive toys, including the My First Lab Stargazer Telescope, and specialty toys, like the Begin Again Eco-Friendly on The Go Travel Kit, which you won't find at most retailers. “The Amazon Holiday Toy List page is a one stop destination for easily discovering hot toys and purchasing them at great prices, all from the comfort of home,” says John Alteio, director of Toys & Games for Amazon.com. “This year, we are making shopping for toys on Amazon even better by offering popular items at very low prices, through our Lightning Deals.” The Holiday Toy List features hundreds of popular items that will appeal to everyone from infants to teenagers. Shoppers can quickly narrow and expand search results, sort by “bestselling,” “price” or “average customer review” and then simultaneously filter by age, category, gender, price range, discount and brand. Most of the items on the Holiday Toy List are eligible for FREE Super Saver Shipping* or FREE Two-Day Shipping with Amazon Prime**. The Holiday Toy List features leading brands like Fisher-Price, LEGO, LeapFrog, Mattel and many more. Items from the Holiday Toy List that we anticipate will be among customer favorites include: LeapFrog LeapPad2 Explorer Alex All Duct Out Spy Net Ultra Night Vision Mattel Disney Princess Cinderella Transforming Pumpkin Carriage Nerf Lazer Tag Twin Pack Fisher-Price Master Moves Mickey Mattel WWE Brawlin' Buddies Crayola Light Designer Ubisoft Just Dance 4 for Wii, XBOX and PS3 Transformers Optimus Prime Jetwing Movie Deco (now available for pre-order) Madd Gear VX2 Team Scooter Color Splasherz Design Station Mattel Barbie Collector 2012 Holiday Doll Nanoblock Empire State Building Mattel Monster High High School Playset MGA Novi Stars Dolls E.T. The Extra-Terrestrial Anniversary Edition My First Lab Stargazer Telescope LEGO Friends Olivia's House 3315 LEGO Ninjago 9450 Epic Dragon Battle Uncle Milton Earth In My Room Winx Club Deluxe Fashion Doll Believix Playskool Sesame Street LOL Elmo Vtech InnoTab 2S Learning App Tablet (now available for pre-order) *FREE Super Saver Shipping is available on eligible orders $25 or more. **Amazon Prime is an annual membership program that gives customers fast shipping on millions of items for only $79 a year. Members receive Free Two-Day Shipping on millions of items sold by Amazon.com. To become a member of Amazon Prime, or to learn more about the membership program, customers can visit www.amazon.com/prime. About Amazon.com Amazon.com, Inc. (NASDAQ:AMZN), a Fortune 500 company based in Seattle, opened on the World Wide Web in July 1995 and today offers Earth's Biggest Selection. Amazon.com, Inc. seeks to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices. Amazon.com and other sellers offer millions of unique new, refurbished and used items in categories such as Books; Movies, Music & Games; Digital Downloads; Electronics & Computers; Home & Garden; Toys, Kids & Baby; Grocery; Apparel, Shoes & Jewelry; Health & Beauty; Sports & Outdoors; and Tools, Auto & Industrial. 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. Kindle Paperwhite is the most-advanced e-reader ever constructed with 62% more pixels and 25% increased contrast, a patented built-in front light for reading in all lighting conditions, extra-long battery life, and a thin and light design. The new latest generation Kindle, the lightest and smallest Kindle, now features new, improved fonts and faster page turns. Kindle Fire HD features a stunning custom high-definition display, exclusive Dolby audio with dual stereo speakers, high-end, laptop-grade Wi-Fi with dual-band support and dual-antennas/MIMO for 40% faster throughput than other tablets, enough storage for HD content, and the latest generation processor and graphics engine—and it is available in two display sizes—7” and 8.9”. The large-screen Kindle Fire HD is also available with 4G wireless, and comes with a groundbreaking $49.99 introductory 4G LTE data package. The all-new Kindle Fire features a 20% faster processor, 40% faster performance, twice the memory, and longer battery life. 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, www.amazon.cn, www.amazon.it, and www.amazon.es. 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. Amazon.com, Inc.Media Hotline, 206-266-7180www.amazon.com/pr