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Jeff Bezos has found another Jeff to take charge of his company's new worldwide digital division. His full name is Jeff Blackburn, and he has recently been named general manager of the division that was created to centralize Amazon's digital platform.

"We've always planned to develop an aggressive digital offering when the experience was truly valuable for customers," says Blackburn. According to Blackburn, even though this channel is still in its very early stages, major publishers and record labels have the right teams and plans in place to drive rapid progress.

"We know tens of millions of customers want access to digital content online, and we intend to work with our content partners to quickly improve the digital download buying experience and available selection".

One of the content partners Amazon will most likely be working closely with is Random House, Inc. Blackburn will be joining executives form Randam and from Microsoft this evening at an event celebrating the launch of AtRandom.com Books, a new imprint devoted to publishing original electronic books. This collection of titles is currently available, in Microsoft Reader format, in Amazon.com's e-Books store.