Today Amazon launched a new WebStore product, which lets retailers build sites around Amazon’s e-commerce platform. Those who use the product can give customers an Amazon-like online shopping experience, with minimal, actual Amazon branding.

"With the new Amazon WebStore, we are making it simple for retailers and manufacturers to build and operate a world-class e-commerce business tailored to their brand and customers," said Scott Pulsipher, director, Amazon WebStore. "By leveraging Amazon’s technology and infrastructure, Amazon WebStore levels the playing field for small- and medium-sized businesses, helping them quickly and easily build their businesses and improve the customer experience."

Key features, according to Amazon include:

– Simple, self-service setup
– Flexible layout and merchandising tools
– Unified interface for managing sales and inventory
– Automated marketing tools
– Multichannel applications
– Integrated Amazon traffic-driving and conversion features

Brands like Timex, Atlantic Records, Boeing, MTV, and Samsonite have already implemented the new product. Examples can be seen in this gallery.

"When we launched our new Amazon Webstore, we saw an immediate lift of 40 percent in revenue and average order size," said Cal Crouch, director, e-commerce, Timex. "And on the support side, we have gained the flexibility to make most changes to content as well as brand ourselves — saving us thousands in development costs."

There are several pricing options. You can build your site, sell on Amazon, and let Amazon fulfill for 0.7% per transaction and $9.99 a month. You can build your site and sell on Amazon for 1.0% per transaction and $14.99 a month, or you can build your site only for 2.0% per transaction and $24.99 a month.