When stars deliver

As part of its 10th anniversary festivities, Amazon.com has recruited big-name celebrities to deliver products in person to lucky customers across the United States.

All of these special deliveries will be webcast.

Not surprisingly, the company tapped the collective wisdom of its shoppers to pick the list of delivery people -- which includes Harrison Ford, Jeff Bridges and Moby -- choosing them based on "their popularity among Amazon customers over the past few years."

One industry observer tells reporter Malini Goyal that the result is a sterling roster of celebrity delivery-people: "upscale, not run-of-the-mill and not overexposed."

I never cease to be surprised by what Amazon can do with data mining.