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July 10, 2009 beta-launches AmazonWireless

New website to offer cell phones and service plans

By CBR Staff Writer has introduced the test version of AmazonWireless, a new site, offering cell phones and service plans.

The company said that, in addition to expanding selection and adding carriers during the beta test phase, it will also be testing different features and gathering input from customers to be better placed to offer enhanced customer experience.

The company claims that the step-by-step purchase process on AmazonWireless makes it easy for customers, who already have a plan, to upgrade their phones. The website helps customers, who want to establish new cell phone services, by allowing them to find the phone, service plan and options according to their specifications.

Reportedly, the new site offers more than 120 phones, including a selection of smart phones and also the latest models for shoppers on a budget. The company said that the customers can shop for phones by carrier, phone feature, price, colour and brand. The site’s shopping cart guides customers through each stage of the purchase process – customers would be able to find features like bestseller lists, detailed product descriptions and customer reviews.

Paul Ryder, vice president of consumer electronics at, said: “We’ve taken our eight years’ experience selling cell phones to create a new site that makes a potentially confusing transaction much easier for customers.”

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