Amazon.com to add more products on Net

BANGALORE: Amazon.com Inc. will soon add home improvement goods, computer software and an array of video games to its web site, which is the latest move by the company to build itself into an online superstore.

Amazon's expansion comes at the beginning of the holiday shopping season. The company has said it will spend heavily this Christmas to further build its services and advertise its web site. "To not invest at this time would be incredibly shortsighted. It is a critical category formation time,'' said Amazon founder and chief executive Jeff Bezos. Amazon has grown from an online bookseller into an Internet shopping hub, offering music, videos, auctions, toys, electronics, greeting cards and it also allows anyone from manufacturers to creative teens to sell merchandise on Amazon through its zSHOPS program.

Amazon has yet to turn a profit in its four years in business. In the third quarter alone, it lost $197 million, or 59 cents a share. The company is under increasing pressure from investors to post profits soon, while its current focus is on getting many shoppers as possible.

Amazon will venture into new product categories that it believes its customers are eager to buy online. Hundreds of manufacturers will be featured, including well-know brands such as Black & Decker and 3M and it will also stock some hard-to-find merchandise.

With its move, Amazon is hoping to tap into a $145 billion home improvement market that is still quite small online. In addition, Amazon hopes to ward off any rivals by aggressively discounting and promoting its shipping policy regardless of the size of the item. Besides the home improvement area, Amazon will begin to offer computer software, including office, home, educational and gaming titles. It will also broaden its selection of video games. Amazon will also launch a new gift-ideas store, which will feature a variety of possible holiday presents. Shoppers can browse by age or interest, such as globetrotter, sports enthusiast or "humor monger.''