“AfterSchool.com … is a completely new way to shop for kids’ favorite sports & activities,” according to a message Amazon.com sent to manufacturing partners. “Whether they are into sports, outdoor recreation, dance, or art, AfterSchool.com has the gear kids need. With over 35,000 products in one place, plus helpful tools like Age Filters, Gear Checklists and Gear Guides, you’ll spend less time shopping, and more time cheering your kids on.”
Amazon.com acquired Quidsi, operator of Diapers.com, in April 2011. It has since launched a number of new sites, including Wag.com (pet products); Casa.com (home products) and YoYo.com (Toys).
We’ve reached out to Amazon for comment, and we’ll update this post as we learn more. Amazon.com acquired the domain name for AfterSchool from WebQuest earlier this year, but at the time it was unclear what it planned to do with the property.
Earlier this year, we reported on a new job post at Amazon in which it was looking for a director of merchandising, tasked with helping to build a new “sports and activities vertical.” With the new site, tt appears that Amazon is looking to take on the likes of REI, Dick’s Sporting Goods and other sports retailers.