Amazon launches online wine store

Amazon.com has unveiled its new online wine shop in the US, as it attempts to crack the sector for a second time.

The new service will initially be available in 12 US states and Amazon said more areas will be added “soon”.

Amazon Wine launched with more than 1,000 wines available from wineries across the US. Some of the wineries include Francis Ford Coppola, Pepper Bridge and Mark Ryan Winery.

The world’s largest Internet retailer tried getting into online wine retail in 2000 after investing a reported US$30m in Wineshopper.com, but the venture failed.

Customers can order up to six bottles of wine for a flat shipping fee of US$9.99. It is thought that one of the reasons that Amazon Wines is not available in more states is the complex nature of US regulations regarding the sale and distribution of wine across state borders.

The Amazon wine store offers information from winemakers including tasting notes, total case production and recommended food pairings; the site will also provide Amazon’s usual customer reviews.

Small wineries that currently have limited distribution across the US are thought to be one of the groups who will benefit from the new Amazon store. Mike Reynolds, president of Kathryn Hall winery in Napa Valley, said: “This is about reaching a customer base we haven’t reached before. There’s a group of consumers out there who buy most of their stuff from Amazon.”