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 "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, 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."

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