Fidelity's financial services "store" on Amazon

The Boston Globe is reporting that Fidelity and Amazon are partnering to sell Fidelity mutual funds through Amazon.com. The details are here. There is also an active Fidelity minisite on Amazon, complete with a Fidelity blog that looks like recycled advice from Fidelity magazine.

In the Globe article, there is an interesting quote from John Bonnanzio of the Fidelity Insight newsletter:

"They're right up there advertising with Tire Rack and Weight Watcher on the Amazon website ... But Fidelity is in a fight for market share. It needs to reach out well beyond its traditional markets. It needs to go where the eyeballs are."

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