Amazon.com is joining forces with wine seller Wine.com in a venture to increase online wine shopping.
The deal is a one-year agreement, but neither company released financial information about it.
"We're really offering a new way to sell wine in the same way that 10 years ago Amazon offered a new way to sell books," said George Garrick, CEO of San Francisco-based Wine.com.
The wine business, a $22 billion a year industry, is a bit more limited than book retailing. Because laws vary from state to state, it will be difficult to sell wine on a truly national level.
"The reason is because the state regulations are so complex," said Garrick.
"You really can't sell wine on a national basis. You have to sell it on a state-by-state basis."