Fidelity on Amazon

In yet another sign that Amazon isn't so much a retail site as a shopping portal, the company has signed a marketing deal with Fidelity Investments. Under the terms of the agreement, Fidelity gets to be lead sponsor of a new financial services "store" on Amazon and it gets "advertising throughout the Amazon site," according to Fidelity.

Fidelity gets its own content area and a "plog" where it'll presumably show off its financial know-how.

I understand how Amazon gets plenty of traffic and all, but do people really go there shopping for financial services? Maybe there'll be display ads in areas where people are looking at financially-oriented books or something.