• Softpedia, Tuesday, September 20, 2011 12:43 PM

After establishing a number of ecommerce verticals -- including Soap.com, for health and beauty products, and Wag.com for pet supplies -- Amazon-owned Quidsi just got into the toy business. ("Took you long enough!" we imagine kids saying.) YoYo, at yoyo.com, just debuted with some 20,000 toys, video games, books and other kid-appropriate products. Quidsi has already had success in other verticals.

"It's been quite good at what it does," Softpedia writes. "So much so that Amazon was forced to acquire the company [for $545 million last November], after putting some pricing pressure on it since Amazon carried some of the same items as Diapers.com, for example." Regarding its latest foray, Marc Lore, CEO of Quidsi, says: "We've heard again and again that toy shopping can be totally overwhelming, which is why we wanted to create a toy destination that makes the experience as simple and efficient as possible, and hopefully even a little fun."

The site boasts a wide selection of toys, but, so as not to overwhelm shoppers, it uses personalized recommendations as well as guided toy-finder tools.

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