Fidelity Investments has struck an agreement with Amazon.com whereby it has set up a financial services destination, or so-called "store," to promote its mutual funds, retirement products, college savings offerings, IRAs, annuities and brokerage services.

Amazon's Fidelity store offers visitors free retirement advice, a free Fidelity "Guide to Retirement Investing," the chance to take its "60-second retirement quiz" and a variety of investment tools, including market commentary and strategies. The site also offers visitors suggestions for books, magazines, DVDs and videos on retirement and tax planning, all published by companies other than Fidelity.

Under a headline touting "The Fidelity Advantage," the fund giant tells visitors that "a Fidelity representative can put a blueprint in place for all of your goals. Our knowledgeable representatives use a unique combination of Fidelity's investment experience, powerful technology, and advanced tools to give you the guidance you need--at no cost to you."

As part of the deal, the terms of which neither company disclosed, Fidelity will also run ads on Amazon. It is the first, and so far the only, financially oriented offering at Amazon, which offers 58 other "stores" for a wide range of goods and services, ranging from computers to baby items to garden supplies.

In a press release, Fidelity said the marketing agreement will allow it to "help a much broader range of online consumers successfully plan, save and invest to meet their financial goals."

"There are great parallels between Fidelity and Amazon," Claire Huang, Fidelity executive vice president of marketing, personal investments, told Dow Jones. "Both companies have well-earned reputations for delivering great customer service and state-of-the-art online capabilities that educate and empower customers."

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