E-commerce giant Amazon.com (NASDAQ: AMZN) stock got a lift this morning after announcing that it will expand its Buy with Prime shopping program to make it "widely available to U.S.-based merchants by Jan. 31."  

As of 11:45 a.m. ET, Amazon shares are up 2.1%.

Amazon describes the program as a "direct-to-consumer offering for merchants' own online stores," whereby these other merchants maintain virtual stores on Amazon's own website. This makes Amazon.com a sort of platform for the hawking of other retailers' wares, while backing up those sales with Amazon's own sales and delivery infrastructure.

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Source Fool.com