Amazon to Buy 3 More Internet Firms

SEATTLE — Continuing its aggressive expansion, Amazon.com said Monday that it will spend $645 million in stock to acquire three Internet companies: an online dealer in used books and recordings, a company that helps users find sites on the Web and a start-up electronic-commerce site.

Amazon’s proposed acquisition of Cambridge, Mass.-based Exchange.com would build on the company’s existing book and record business. Although Amazon boasts a selection of 4.7 million books, records and videotapes, Exchange has 12 million items. Through two separate Web sites, Exchange offers an online market where thousands of dealers and other sellers of hard-to-find books and recordings can make their products available.

Through its proposed acquisition of San Francisco-based Alexa Internet, Amazon would add to its already formidable portfolio of Internet search products such as Junglee, which allows consumers to comparison-shop. Web surfers using Alexa are offered recommendations about other Web sites they might find interesting.

Amazon’s third proposed acquisition is Accept.com, a Redwood City, Calif.-based e-commerce technology company.

Analysts said the proposed acquisitions represent an aggressive effort by Amazon to become a key Internet destination. The company recently invested in an online drugstore and is reportedly close to announcing an investment in an online grocery business.

Amazon is also set to announce today a free greeting card service designed to bring more traffic to its site.

“Sending a greetings card just takes 30 seconds, and it’s a low-risk way to introduce people to what we offer,” said David Risher, Amazon’s senior vice president for product development.

In spite of its widely publicized success, Amazon.com ranks 10th in number of visitors to its site, with less than 11 million last month. That puts it behind Blue Mountain, a site that offers only greeting cards.