Fidelity Investments has partnered with Amazon to sell their brokerage service via Amazon's ecommerce platform. The Boston Globe reports:

Fidelity Investments, seeking to broaden its reach among consumers, has struck a marketing agreement with online retailer Amazon.com to sponsor a new financial services ''store" and peddle products such as stocks and mutual funds on the Amazon website.

Here. Check it out on Amazon.com.

In my opinion this are a couple of nice lessons to take away from this:

• It illustrates that Amazon is becoming more and more of a platform rather than a product seller. Strategically this is a slam dunk, definitely the way to go.
• Its a great example of how a company can leverage its relationships to break into new markets. Amazon's relationships with its customers enable it to become a platform for all kinds of products and services, including stock trading. This is not a new concept or even an Internet concept, but its especially important for companies looking to become platforms.

Mad props to Park Paradigm for the pointer.

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