Next item on sale at Amazon: Its data centre

Media sales now total in the billions each quarter, and third-party merchandise, more profitable for Amazon than its own wares, makes up nearly a third of everything sold through the site.

Now, Amazon is making an even greater stretch - selling storage, computing power and other behind-the-scenes data centre services.

"It is hard to get your head around: 'Why is this retailer that ships me toys for my kids for Christmas ... also my supplier of IT services?'" said SmugMug co-founder and Amazon Web Services customer Chris MacAskill. Amazon executives would say that's because theirs is a technology company, not just a retailer.

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