Quidsi, the Amazon.com subsidiary that operates Soap.com and Diapers.com, officially launched AfterSchool.com, Amazon's first-ever, e-commerce destination dedicated to kids’ sports & activities gear. According to a statement, Afterschool.com is “the ultimate destination for kids' sports and activities gear. The site features an unparalleled selection of youth products for just about anything kids do for fun, including team and individual sports, outdoor recreation, dance and arts & crafts.”

“AfterSchool.com was specially designed with kids – and parents – in mind,” the statement continues. “The site’s commitment to youth sizes and breadth of activities under one virtual roof ensure parents no longer need to trek to multiple stores to find everything on their list. And innovative shopping tools and expert guidance make it quick and easy to find just the right fit for your child’s gear, footwear and apparel.

    Gear Finder: This handy tool makes shopping a snap. After a shopper selects key parameters – product type, age and gender – the Gear Finder delivers a curated, shop-able list of just the right items.
    Gear Checklists: These checklists showcase must-have gear for any activity, saving time and eliminating any guesswork.
    Gear Guides: These helpful guides quickly present exactly what parents need to know to find the right baseball bat, mitt, tennis racquet or other piece of equipment for their child.”

Quidsi at the same time launched Bookworm.com, a site dedicated to children’s books for all ages and interests. The new sites further contribute to the company’s desire to make life easier for parents by providing a trusted, superior online shopping experience complete with fast and free delivery (on qualified purchases), free returns, easy navigation tools and superb customer service.

“In talking to parents, we learned that they were frustrated about having to run around from store to store to get everything they need for their kids’ sports and activities,” said Marc Lore, CEO and co-founder of Quidsi. “We created AfterSchool.com to provide the all-in-one answer – one place dedicated to all of their kids’ interests, from soccer to baseball to dance to art.”

“Bookworm.com was created to provide an extensive, but curated shopping experience focused on children’s books,” adds Quidsi co-founder and COO, Vinit Bharara. “The site is dedicated to helping parents find the right books for every child, including personalized recommendations based on age and purchase history.”

Rumours of the pending launch of  the website, which is designed to outfit kids with sports, dance and art supplies, had surfaced in September.

Quidsi owns and operates Diapers.com (baby care), Soap.com (everyday essentials), BeautyBar.com (prestige beauty), Wag.com (pet supplies), YoYo.com (toys), Casa.com (home & houseware essentials), Vine.com (green goods), AfterSchool.com (kids gear) and Bookworm.com (children’s books).