Virginmega.com, Virgin Entertainment Group North America's Web site, relaunched yesterday as a co-branded Web site powered by Amazon.com.
As a result, Amazon provides Virginmega.com inventory, fulfillment service, site content and customer service.
Virgin Entertainment Group Japan plans a similar move before the holidays, a statement from the two companies said.
Under the deal, visitors to Virginmega.com get access to Amazon.com's customer reviews, personalization features and recommendations and one-click ordering.
For example, a visit to Virginmega.com by an Amazon customer now results in recommendations based on the customer's purchase behavior at Amazon.com.
The deal may extend to more international sites, the companies said.
Amazon has similar relationships with Toys R Us, Circuit City and Borders.