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Amazon.com Enters the Kitchen

Online retailer Amazon.com Inc. is once again expanding its reach beyond the bookshelf. This time, Amazon has turned its attention to the kitchen, with Tuesday's launch of the Amazon Kitchen store.

Amazon (AMZN) said the site will feature thousands of culinary products and accessories. Calphalon, Henckels, Cuisinart, KitchenAid and Oxo are among the many brands available. The merchandise will be offered alongside in-depth editorial content that will be provided by several celebrated chefs and food journalists in addition to the editorial staff.

Chris Kimball and the editors of Cook's Illustrated will write an exclusive weekly column for the site, which will feature recipes, a question-and-answer column and interviews with famous chefs. The site will also offer detailed buying guides.

"Our Kitchen team has cooked up an incredible store for our customers," said Jeff Bezos, Amazon.com founder and CEO. "Amazon Kitchen is a culinary resource and a destination where customers can find and discover everything kitchen that fits their taste."

To help customers navigate the site, the Amazon Kitchen store features a variety of browse options. Visitors can search the store by brand or product type, explore interests ranging from gift ideas to cooking with kids, shop for top sellers, and more. Editors integrate recipes and cooking tips with related cookbooks, cookware, bakeware, and appliances, putting everything at the customers' fingertips.