Amazon.com Announces “Your Kindle Commercial Contest”

SEATTLE--(BUSINESS WIRE)--Amazon.com (NASDAQ: AMZN) today announced the “Your Kindle Commercial Contest” and invited customers in the United States to compete in a contest to create the best 30-second or less Kindle advertisement for the chance to win $15,000 in Amazon.com Gift Cards. Kindle is the #1 bestselling item on Amazon.com for two years running. It’s also the most-wished-for, most-gifted, and has the most 5-star reviews of any product on Amazon.com. For more information on the Your Kindle Commercial Contest, including the Official Rules, and to submit your ad, go to www.amazon.com/ykcc.

“We’re constantly impressed with our customers’ ideas and creativity”

“We’re constantly impressed with our customers’ ideas and creativity,” said Rich Williams, director of advertising. “Last year’s ‘Your Amazon Ad Contest’ was so successful that we ended up running the winning commercial as a part of our holiday TV campaign and it was seen by over 100 million people across the United States. We’re excited to see what our customers come up with for the Your Kindle Commercial Contest.”

Beginning today, customers can upload their “Your Kindle Commercial Contest” submissions to www.amazon.com/ykcc. Entries are due by August 29, 2010, and an Amazon judging panel will review all contest submissions and select the top 50 entries based on the following criteria:

Creativity
Overall appeal
Likelihood of making viewers want to buy a Kindle or download a free Kindle app

From the top 50 entries, a new judging panel will select the Grand Prize winner and up to four Semi-Finalist winners. The successful submissions should effectively communicate the Kindle reading experience. The commercials may focus on one or more features, be brand focused, or communicate the emotional connection many customers have with their favorite books. Additionally, ads that talk about free Kindle reading apps and customers’ ability to buy a book once, and read it everywhere are welcome.

The Grand Prize winner and up to four Semi Finalist winners will be announced on September 20, 2010. The Grand Prize winner will receive a $15,000 Amazon.com Gift Card, and the semi-finalist winners will each receive a $2,500 Amazon.com Gift Card.

For more information about Kindle, the Kindle Store, and the free Kindle reading apps, go to www.amazon.com/kindleWi-Fi.

To submit an ad, go to www.amazon.com/ykcc.

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 and Kindle DX 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 and Kindle DX utilize the same 3G wireless technology as advanced cell phones, so users never need to hunt for a Wi-Fi hotspot. Readers who don't need the convenience of free 3G wireless can choose Kindle Wi-Fi for a lower price. Kindle is the #1 bestselling product across the millions of items sold on Amazon.

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.