Amazon takes on a high street flavour

E-tail giant Amazon is increasing its offline presence with a deal to sell books and videos via high-street store Borders.

Initially just in the US, the deal means Amazon customers will be able to pick up and return items, which they have bought online at one of Borders' 400 stores - a service talked about last year when the two companies first opened a cobranded store online.

The deal adds another layer to Amazon's thickening ties with major retail chains. In recent weeks, the company opened an online clothes shop with retailers such as Gap, Foot Locker and Nordstrom. The company has also inked deals in the past with kids favourite Toys R Us.

Vernon Keenan, an industry analyst at market researcher Keenan Vision, said: "This continues Amazon's strategy of blending the real world and online points of sale. Amazon has always viewed themselves more as a complete retailer than an online shop."

Tami Heim, president of Borders stores and Borders online, said in a statement: "Our new In-Store Express Pick Up option will be especially popular with last-minute holiday shoppers,"

Stefanie Olsen writes for News.com