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Amazon launched its new Toy and Baby stores on July 1 and invited third-party sellers to list items. Amazon said the stores hold the largest selection of toy and baby products ever offered by the retail website.

Retailer Toys"R"Us had sued Amazon in 2004 over exclusivity rights it had received in a 10-year contract signed with Amazon in 2000 for the toys & game and baby products categories. A court decision in March 2006 paved the way for Toys"R"Us to exit the Amazon.com platform.

According to Amazon's July 3rd announcement, every registered seller can sell toys and baby-related products at Amazon, effective immediately. Marketplace sellers can start selling these products on Amazon.com simply by creating Amazon Marketplace listings for their items. Pro Merchants can make use of Amazon's inventory loading tools to upload multiple items into Amazon Marketplace.

Amazon is currently promoting merchants Megahobby, All Plush, Target and eToys on the home page of its toys & games category and merchant partners BabyUniverse, Baby Supermarket and Target on the home page of its baby category.

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About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.

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