The new store will carry the Babies "R" Us name, after Toys "R" Us' chain of retail baby goods stores, and will replace Toys "R" Us' Babiesrus.com Web site.
The new baby store is the latest progeny of a 10-year deal signed between Seattle-based Amazon and Toys "R" Us last August. As part of that deal, the companies opened a co-branded toy store in September. Meanwhile, the companies plan to open an online store for Toys "R" Us' Imaginarium chain by the fourth quarter, said Jeanne Meyer, a spokeswoman for Toys "R" Us' Toysrus.com division.
Similar to the arrangement with the toy store, Toys "R" Us' Babiesrus.com unit will manage inventory and handle marketing for the new baby store. Amazon will be responsible for online customer service, maintaining the Web site and fulfillment.
Meyer said Toys "R" Us is not sharing customer data with Amazon, so previous customers of Babiesrus.com will have to re-enter their account information with Amazon if they are not a current Amazon customer.