Amazon.com's Quidsi unit reportedly is launching a new sports and activities e-commerce site called AfterSchool.com. The website is designed to outfit kids with sports, dance and art supplies.
“AfterSchool.com is a completely new way to shop for kids' favorite sports & activities,” according to a message Amazon.com sent to manufacturing partners that was attained by www.geekwire.com. “Whether they are into sports, outdoor recreation, dance, or art, AfterSchool.com has the gear kids need. With over 35,000 products in one place, plus helpful tools like Age Filters, Gear Checklists and Gear Guides, you'll spend less time shopping, and more time cheering your kids on.”
Amazon.com acquired Quidsi, operator of Diapers.com, in April 2011. It has since launched a number of new sites targeting pets (Wag.com), home products (casa.com)) and toys (yoyo.com).
Amazon has not yet formally commented on the afterschool.com website.
According to a investor's note from Credit Suisse Group, afterschool.com, which is expected to be accessible through Amazon's main site, will include benefits offered by the main site such as, free shipping for items costing more than $49, as well as delivery periods of 1-2 days. Credit Suisse research analysts maintain that the ultimate challenge for the new site will be brand access, adding that the headline risk has the potential to face a short-term overhang. The analysts also express that the category industry, in which the new site will be based, has a low e-commerce penetration, and also presents a challenge facing many vendors who sell their products directly.
