Amazon, plans to start selling wine over the web in the U.S. and is recruiting a senior wine buyer, to furnish a “massive new product selection” for the site. Selling wine over the web is not new and many have failed due to regulatory complexities.

Amazon previously invested $30m in Wineshopper.com which folded a year later. Presently, Wine.com, is the largest US online wine seller. The site sells gift baskets on Amazon, but not wine.