Borders launches new e-commerce site

With the move, it declares independence from Amazon

After seven years of outsourcing its Web site to, brick-and-mortar bookstore Borders has launched its own e-commerce site,

The new site features Magic Shelf technology designed to give users a real-world bookstore feel to their online experiences. In addition, the site includes Borders Media, a collection of exclusive and original video programs created by Borders. lets consumers select from approximately two million books, 100,000 new movies and 400,000 new CDs. Borders has also teamed up with to launch Borders Marketplace, which offers consumers the opportunity to purchase used, out-of-print and rare books.

Additionally, members of Borders Rewards loyalty program can redeem their rewards online. Until now, members could only earn and redeem their "Borders Bucks" and Rewards coupons in physical stores. Now, when Borders Rewards customers receive their weekly e-mail advising them of various discounts, they can click on a link within the e-mail to redeem their rewards.

Borders said it will offer free shipping on some orders over US$25, as well as free shipping to its stores. In-store kiosks in Borders stores across the country will introduce the shopping option to customers.

"Today is another milestone for our company as we launch, a site that is much more than just another place to shop on the Web -- it is a source of information and entertainment that brings a real bookstore experience to life online," said Borders Group CEO George Jones in the statement.

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