

<!-- RR Donnelley Xcelerate Taxonomy Labels Linkbase, based on XBRL 2.1  http://www.edgar-online.com/ -->
<!-- Version: 6.20.1 -->
<!-- Round: 022189ac-843b-4019-a759-187d52e992ef -->
<!-- Creation date: 2013-01-29T19:32:07Z -->
<!-- Copyright (c) 2005-2013 R.R. Donnelley & Sons Company All Rights Reserved. -->
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AccumulatedOtherComprehensiveIncomeLossNoteDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_595567_2_1">ACCUMULATED OTHER COMPREHENSIVE INCOME (LOSS)</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AccumulatedOtherComprehensiveIncomeLossTable_lbl" xml:lang="en-US" id="id_178387_541739_3_1">Accumulated Other Comprehensive Income (Loss) [Table]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AccumulatedOtherComprehensiveIncomeLossTable_lbl" xml:lang="en-US" id="id_178387_541739_2_1">Accumulated Other Comprehensive Income (Loss) [Table]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AcquiredIntangibleAssetsMajorClassNameDomain_lbl" xml:lang="en-US" id="id_178387_530811_3_1">Acquired Intangible Assets, Major Class Name [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_AcquiredIntangibleAssetsMajorClassNameDomain_lbl" xml:lang="en-US" id="id_178387_530811_1_1">Acquired Intangible Assets Major Class Name [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AcquiredIntangibleAssetsMajorClassNameDomain_lbl" xml:lang="en-US" id="id_178387_530811_2_1">Acquired Intangible Assets, Major Class Name [Domain]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AcquisitionsGoodwillAndIntangibleAssetsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_538167_3_1">Acquisitions, Goodwill and Intangible Assets Disclosure</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AcquisitionsGoodwillAndIntangibleAssetsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_538167_2_1">ACQUISITIONS, GOODWILL, AND ACQUIRED INTANGIBLE ASSETS</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_AdditionalMember" xlink:label="amzn_AdditionalMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AdditionalMember_lbl" xml:lang="en-US" id="id_178387_532277_3_1">Additional [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_AdditionalMember_lbl" xml:lang="en-US" id="id_178387_532277_1_1">Additional [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AdditionalMember_lbl" xml:lang="en-US" id="id_178387_532277_2_1">Additional patents</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_AdditionalMember" xlink:to="amzn_AdditionalMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AdditionalPaidInCapital" xlink:label="us-gaap_AdditionalPaidInCapital"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdditionalPaidInCapital_lbl" xml:lang="en-US" id="id_178387_514143_1_1">Additional Paid In Capital</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AdditionalPaidInCapital_lbl" xml:lang="en-US" id="id_178387_514143_2_1">Additional paid-in capital</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdditionalPaidInCapital" xlink:to="us-gaap_AdditionalPaidInCapital_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AdditionalPaidInCapitalMember" xlink:label="us-gaap_AdditionalPaidInCapitalMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdditionalPaidInCapitalMember_lbl" xml:lang="en-US" id="id_178387_508619_1_1">Additional Paid In Capital [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AdditionalPaidInCapitalMember_lbl" xml:lang="en-US" id="id_178387_508619_2_1">Additional Paid-In Capital</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdditionalPaidInCapitalMember" xlink:to="us-gaap_AdditionalPaidInCapitalMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_AdditionsToUnearnedRevenue" xlink:label="amzn_AdditionsToUnearnedRevenue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AdditionsToUnearnedRevenue_lbl" xml:lang="en-US" id="id_178387_519557_3_1">The increase during the period in the liability reflecting services yet to be performed by the reporting entity for which cash or other forms of consideration was received.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_AdditionsToUnearnedRevenue_lbl" xml:lang="en-US" id="id_178387_519557_1_1">Additions To Unearned Revenue</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AdditionsToUnearnedRevenue_lbl" xml:lang="en-US" id="id_178387_519557_2_1">Additions to unearned revenue</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_AdditionsToUnearnedRevenue" xlink:to="amzn_AdditionsToUnearnedRevenue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AdjustmentsToAdditionalPaidInCapitalTaxEffectFromShareBasedCompensation" xlink:label="us-gaap_AdjustmentsToAdditionalPaidInCapitalTaxEffectFromShareBasedCompensation"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdjustmentsToAdditionalPaidInCapitalTaxEffectFromShareBasedCompensation_lbl" xml:lang="en-US" id="id_178387_500625_1_1">Adjustments To Additional Paid In Capital Tax Effect From Share Based Compensation</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AdjustmentsToAdditionalPaidInCapitalTaxEffectFromShareBasedCompensation_lbl" xml:lang="en-US" id="id_178387_500625_2_1">Excess tax benefits from stock-based compensation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdjustmentsToAdditionalPaidInCapitalTaxEffectFromShareBasedCompensation" xlink:to="us-gaap_AdjustmentsToAdditionalPaidInCapitalTaxEffectFromShareBasedCompensation_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract" xlink:label="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_502541_1_1">Adjustments To Reconcile Net Income Loss To Cash Provided By Used In Operating Activities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_502541_2_1">Adjustments to reconcile net income (loss) to net cash from operating activities:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract" xlink:to="us-gaap_AdjustmentsToReconcileNetIncomeLossToCashProvidedByUsedInOperatingActivitiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AllocatedShareBasedCompensationExpense" xlink:label="us-gaap_AllocatedShareBasedCompensationExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AllocatedShareBasedCompensationExpense_lbl" xml:lang="en-US" id="id_178387_511502_1_1">Allocated Share Based Compensation Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AllocatedShareBasedCompensationExpense_lbl" xml:lang="en-US" id="id_178387_511502_2_1">Stock-based compensation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AllocatedShareBasedCompensationExpense" xlink:to="us-gaap_AllocatedShareBasedCompensationExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_AllowanceForDoubtfulAccountsPolicyTextBlock" xlink:label="amzn_AllowanceForDoubtfulAccountsPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AllowanceForDoubtfulAccountsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538338_3_1">Allowance For Doubtful Accounts, Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_AllowanceForDoubtfulAccountsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538338_1_1">Allowance For Doubtful Accounts Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AllowanceForDoubtfulAccountsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538338_2_1">Allowance for Doubtful Accounts</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_AllowanceForDoubtfulAccountsPolicyTextBlock" xlink:to="amzn_AllowanceForDoubtfulAccountsPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AllowanceForDoubtfulAccountsReceivable" xlink:label="us-gaap_AllowanceForDoubtfulAccountsReceivable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AllowanceForDoubtfulAccountsReceivable_lbl" xml:lang="en-US" id="id_178387_505541_1_1">Allowance For Doubtful Accounts Receivable</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AllowanceForDoubtfulAccountsReceivable_lbl" xml:lang="en-US" id="id_178387_505541_2_1">Allowance for doubtful accounts</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AllowanceForDoubtfulAccountsReceivable" xlink:to="us-gaap_AllowanceForDoubtfulAccountsReceivable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/dei/2012/dei-2012-01-31.xsd#dei_AmendmentFlag" xlink:label="dei_AmendmentFlag"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="dei_AmendmentFlag_lbl" xml:lang="en-US" id="id_178387_497723_1_1">Amendment Flag</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="dei_AmendmentFlag_lbl" xml:lang="en-US" id="id_178387_497723_2_1">Amendment Flag</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="dei_AmendmentFlag" xlink:to="dei_AmendmentFlag_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AmortizationOfAcquiredIntangibleAssets" xlink:label="us-gaap_AmortizationOfAcquiredIntangibleAssets"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AmortizationOfAcquiredIntangibleAssets_lbl" xml:lang="en-US" id="id_178387_503904_1_1">Amortization Of Acquired Intangible Assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AmortizationOfAcquiredIntangibleAssets_lbl" xml:lang="en-US" id="id_178387_503904_2_1">Amortization expense for acquired intangibles</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AmortizationOfAcquiredIntangibleAssets" xlink:to="us-gaap_AmortizationOfAcquiredIntangibleAssets_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AmortizationOfLeasedAsset" xlink:label="us-gaap_AmortizationOfLeasedAsset"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AmortizationOfLeasedAsset_lbl" xml:lang="en-US" id="id_178387_501619_1_1">Amortization Of Leased Asset</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AmortizationOfLeasedAsset_lbl" xml:lang="en-US" id="id_178387_501619_2_1">Amortization of fixed assets acquired under capital lease obligations</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AmortizationOfLeasedAsset" xlink:to="us-gaap_AmortizationOfLeasedAsset_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_AmortizationOfPreviouslyUnearnedRevenue" xlink:label="amzn_AmortizationOfPreviouslyUnearnedRevenue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AmortizationOfPreviouslyUnearnedRevenue_lbl" xml:lang="en-US" id="id_178387_519774_3_1">The decrease during the period in the liability reflecting the portion taken into income for services performed by the reporting entity for which cash or other forms of consideration were previously received.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_AmortizationOfPreviouslyUnearnedRevenue_lbl" xml:lang="en-US" id="id_178387_519774_1_1">Amortization Of Previously Unearned Revenue</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="amzn_AmortizationOfPreviouslyUnearnedRevenue_lbl" xml:lang="en-US" id="id_178387_519774_8_1">Amortization of previously unearned revenue</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_AmortizationOfPreviouslyUnearnedRevenue" xlink:to="amzn_AmortizationOfPreviouslyUnearnedRevenue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AssetBackedSecuritiesMember" xlink:label="us-gaap_AssetBackedSecuritiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetBackedSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_502761_1_1">Asset Backed Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetBackedSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_502761_2_1">Asset-backed securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetBackedSecuritiesMember" xlink:to="us-gaap_AssetBackedSecuritiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_Assets" xlink:label="us-gaap_Assets"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Assets_lbl" xml:lang="en-US" id="id_178387_507639_1_1">Assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_Assets_lbl" xml:lang="en-US" id="id_178387_507639_2_1">Total assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_Assets_lbl" xml:lang="en-US" id="id_178387_507639_6_1">Total assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Assets" xlink:to="us-gaap_Assets_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AssetsAbstract" xlink:label="us-gaap_AssetsAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetsAbstract_lbl" xml:lang="en-US" id="id_178387_498468_1_1">Assets [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetsAbstract_lbl" xml:lang="en-US" id="id_178387_498468_2_1">ASSETS</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetsAbstract" xlink:to="us-gaap_AssetsAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AssetsCurrent" xlink:label="us-gaap_AssetsCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetsCurrent_lbl" xml:lang="en-US" id="id_178387_513098_1_1">Assets Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_AssetsCurrent_lbl" xml:lang="en-US" id="id_178387_513098_6_1">Total current assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetsCurrent" xlink:to="us-gaap_AssetsCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AssetsCurrentAbstract" xlink:label="us-gaap_AssetsCurrentAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetsCurrentAbstract_lbl" xml:lang="en-US" id="id_178387_513511_1_1">Assets Current [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetsCurrentAbstract_lbl" xml:lang="en-US" id="id_178387_513511_2_1">Current assets:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetsCurrentAbstract" xlink:to="us-gaap_AssetsCurrentAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_AssetsHeldUnderBuildToSuitLeasesMember" xlink:label="amzn_AssetsHeldUnderBuildToSuitLeasesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_AssetsHeldUnderBuildToSuitLeasesMember_lbl" xml:lang="en-US" id="id_178387_532357_3_1">Assets Held under Build To Suit Leases [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_AssetsHeldUnderBuildToSuitLeasesMember_lbl" xml:lang="en-US" id="id_178387_532357_1_1">Assets Held Under Build To Suit Leases [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_AssetsHeldUnderBuildToSuitLeasesMember_lbl" xml:lang="en-US" id="id_178387_532357_2_1">Assets Held under Build-To-Suit Leases</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_AssetsHeldUnderBuildToSuitLeasesMember" xlink:to="amzn_AssetsHeldUnderBuildToSuitLeasesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_AssetsHeldUnderCapitalLeasesMember" xlink:label="us-gaap_AssetsHeldUnderCapitalLeasesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_AssetsHeldUnderCapitalLeasesMember_lbl" xml:lang="en-US" id="id_178387_503352_1_1">Assets Held Under Capital Leases [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_AssetsHeldUnderCapitalLeasesMember_lbl" xml:lang="en-US" id="id_178387_503352_2_1">Assets Held under Capital Leases</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_AssetsHeldUnderCapitalLeasesMember" xlink:to="us-gaap_AssetsHeldUnderCapitalLeasesMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BuildingMember_lbl" xml:lang="en-US" id="id_178387_510947_1_1">Building [Member]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityCashPaid_lbl" xml:lang="en-US" id="id_178387_508413_1_1">Business Acquisition Cost Of Acquired Entity Cash Paid</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityCashPaid_lbl" xml:lang="en-US" id="id_178387_508413_2_1">Cash paid, net of cash acquired</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityEquityInterestsIssuedAndIssuable_lbl" xml:lang="en-US" id="id_178387_499047_2_1">Existing equity interest</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionCostOfAcquiredEntityEquityInterestsIssuedAndIssuable" xlink:to="us-gaap_BusinessAcquisitionCostOfAcquiredEntityEquityInterestsIssuedAndIssuable_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_BusinessAcquisitionCostOfAcquiredEntityIndemnificationHoldbacks" xlink:label="amzn_BusinessAcquisitionCostOfAcquiredEntityIndemnificationHoldbacks"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_BusinessAcquisitionCostOfAcquiredEntityIndemnificationHoldbacks_lbl" xml:lang="en-US" id="id_178387_525404_3_1">Business Acquisition, Cost of Acquired Entity, Indemnification Holdbacks</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_BusinessAcquisitionCostOfAcquiredEntityIndemnificationHoldbacks_lbl" xml:lang="en-US" id="id_178387_525404_1_1">Business Acquisition Cost Of Acquired Entity Indemnification Holdbacks</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_BusinessAcquisitionCostOfAcquiredEntityIndemnificationHoldbacks_lbl" xml:lang="en-US" id="id_178387_525404_2_1">Indemnification holdbacks</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_BusinessAcquisitionCostOfAcquiredEntityIndemnificationHoldbacks" xlink:to="amzn_BusinessAcquisitionCostOfAcquiredEntityIndemnificationHoldbacks_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionCostOfAcquiredEntityOtherNoncashConsideration" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityOtherNoncashConsideration"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityOtherNoncashConsideration_lbl" xml:lang="en-US" id="id_178387_510270_1_1">Business Acquisition Cost Of Acquired Entity Other Noncash Consideration</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityOtherNoncashConsideration_lbl" xml:lang="en-US" id="id_178387_510270_2_1">Stock options assumed</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionCostOfAcquiredEntityOtherNoncashConsideration" xlink:to="us-gaap_BusinessAcquisitionCostOfAcquiredEntityOtherNoncashConsideration_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionCostOfAcquiredEntityPurchasePrice" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityPurchasePrice"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityPurchasePrice_lbl" xml:lang="en-US" id="id_178387_509028_1_1">Business Acquisition Cost Of Acquired Entity Purchase Price</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityPurchasePrice_lbl" xml:lang="en-US" id="id_178387_509028_2_1">Business acquisition, purchase price</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_BusinessAcquisitionCostOfAcquiredEntityPurchasePrice_lbl" xml:lang="en-US" id="id_178387_509028_6_1">Business acquisition, purchase price</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionCostOfAcquiredEntityPurchasePrice" xlink:to="us-gaap_BusinessAcquisitionCostOfAcquiredEntityPurchasePrice_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionLineItems" xlink:label="us-gaap_BusinessAcquisitionLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionLineItems_lbl" xml:lang="en-US" id="id_178387_503555_1_1">Business Acquisition [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionLineItems_lbl" xml:lang="en-US" id="id_178387_503555_2_1">Business Acquisition [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionLineItems" xlink:to="us-gaap_BusinessAcquisitionLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_BusinessAcquisitionProFormaInformationLineItems" xlink:label="amzn_BusinessAcquisitionProFormaInformationLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_BusinessAcquisitionProFormaInformationLineItems_lbl" xml:lang="en-US" id="id_178387_518723_3_1">Business Acquisition, Pro Forma Information [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_BusinessAcquisitionProFormaInformationLineItems_lbl" xml:lang="en-US" id="id_178387_518723_1_1">Business Acquisition Pro Forma Information [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_BusinessAcquisitionProFormaInformationLineItems_lbl" xml:lang="en-US" id="id_178387_518723_2_1">Business Acquisition, Pro Forma Information [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_BusinessAcquisitionProFormaInformationLineItems" xlink:to="amzn_BusinessAcquisitionProFormaInformationLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_BusinessAcquisitionProFormaInformationTable" xlink:label="amzn_BusinessAcquisitionProFormaInformationTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_BusinessAcquisitionProFormaInformationTable_lbl" xml:lang="en-US" id="id_178387_541664_3_1">Business Acquisition, Pro Forma Information [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_BusinessAcquisitionProFormaInformationTable_lbl" xml:lang="en-US" id="id_178387_541664_1_1">Business Acquisition Pro Forma Information [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_BusinessAcquisitionProFormaInformationTable_lbl" xml:lang="en-US" id="id_178387_541664_2_1">Business Acquisition, Pro Forma Information [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_BusinessAcquisitionProFormaInformationTable" xlink:to="amzn_BusinessAcquisitionProFormaInformationTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionProFormaInformationTextBlock" xlink:label="us-gaap_BusinessAcquisitionProFormaInformationTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionProFormaInformationTextBlock_lbl" xml:lang="en-US" id="id_178387_504551_1_1">Business Acquisition Pro Forma Information [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionProFormaInformationTextBlock_lbl" xml:lang="en-US" id="id_178387_504551_2_1">Business Acquisitions Pro Forma Financial Information</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionProFormaInformationTextBlock" xlink:to="us-gaap_BusinessAcquisitionProFormaInformationTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionPurchasePriceAllocationAmortizableIntangibleAssets" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationAmortizableIntangibleAssets"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationAmortizableIntangibleAssets_lbl" xml:lang="en-US" id="id_178387_511217_1_1">Business Acquisition Purchase Price Allocation Amortizable Intangible Assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationAmortizableIntangibleAssets_lbl" xml:lang="en-US" id="id_178387_511217_2_1">Purchase price, acquired intangible assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionPurchasePriceAllocationAmortizableIntangibleAssets" xlink:to="us-gaap_BusinessAcquisitionPurchasePriceAllocationAmortizableIntangibleAssets_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_BusinessAcquisitionPurchasePriceAllocationContingentLiability" xlink:label="amzn_BusinessAcquisitionPurchasePriceAllocationContingentLiability"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_BusinessAcquisitionPurchasePriceAllocationContingentLiability_lbl" xml:lang="en-US" id="id_178387_526393_3_1">Business Acquisition, Purchase Price Allocation, Contingent Liability</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_BusinessAcquisitionPurchasePriceAllocationContingentLiability_lbl" xml:lang="en-US" id="id_178387_526393_1_1">Business Acquisition Purchase Price Allocation Contingent Liability</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_BusinessAcquisitionPurchasePriceAllocationContingentLiability_lbl" xml:lang="en-US" id="id_178387_526393_2_1">Purchase price allocation, contingent liability related to historic tax exposures</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_BusinessAcquisitionPurchasePriceAllocationContingentLiability" xlink:to="amzn_BusinessAcquisitionPurchasePriceAllocationContingentLiability_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionPurchasePriceAllocationCurrentLiabilitiesAccountsPayable" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationCurrentLiabilitiesAccountsPayable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationCurrentLiabilitiesAccountsPayable_lbl" xml:lang="en-US" id="id_178387_510382_1_1">Business Acquisition Purchase Price Allocation Current Liabilities Accounts Payable</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationCurrentLiabilitiesAccountsPayable_lbl" xml:lang="en-US" id="id_178387_510382_8_1">Accounts payable</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionPurchasePriceAllocationCurrentLiabilitiesAccountsPayable" xlink:to="us-gaap_BusinessAcquisitionPurchasePriceAllocationCurrentLiabilitiesAccountsPayable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxAssetsNoncurrent" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxAssetsNoncurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxAssetsNoncurrent_lbl" xml:lang="en-US" id="id_178387_499723_1_1">Business Acquisition Purchase Price Allocation Deferred Tax Assets Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxAssetsNoncurrent_lbl" xml:lang="en-US" id="id_178387_499723_2_1">Deferred tax assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxAssetsNoncurrent" xlink:to="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxAssetsNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxLiabilitiesNoncurrent" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxLiabilitiesNoncurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxLiabilitiesNoncurrent_lbl" xml:lang="en-US" id="id_178387_500579_1_1">Business Acquisition Purchase Price Allocation Deferred Tax Liabilities Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxLiabilitiesNoncurrent_lbl" xml:lang="en-US" id="id_178387_500579_8_1">Deferred tax liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxLiabilitiesNoncurrent" xlink:to="us-gaap_BusinessAcquisitionPurchasePriceAllocationDeferredTaxLiabilitiesNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionPurchasePriceAllocationGoodwillAmount" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationGoodwillAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationGoodwillAmount_lbl" xml:lang="en-US" id="id_178387_504032_1_1">Business Acquisition Purchase Price Allocation Goodwill Amount</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationGoodwillAmount_lbl" xml:lang="en-US" id="id_178387_504032_2_1">Goodwill</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionPurchasePriceAllocationOtherLiabilities_lbl" xml:lang="en-US" id="id_178387_511508_1_1">Business Acquisition Purchase Price Allocation Other Liabilities</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionsProFormaNetIncomeLoss_lbl" xml:lang="en-US" id="id_178387_512403_1_1">Business Acquisitions Pro Forma Net Income Loss</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessAcquisitionsProFormaRevenue" xlink:label="us-gaap_BusinessAcquisitionsProFormaRevenue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessAcquisitionsProFormaRevenue_lbl" xml:lang="en-US" id="id_178387_501428_1_1">Business Acquisitions Pro Forma Revenue</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessAcquisitionsProFormaRevenue_lbl" xml:lang="en-US" id="id_178387_501428_2_1">Net sales</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessCombinationProFormaInformationEarningsOrLossOfAcquireeSinceAcquisitionDateActual" xlink:label="us-gaap_BusinessCombinationProFormaInformationEarningsOrLossOfAcquireeSinceAcquisitionDateActual"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessCombinationProFormaInformationEarningsOrLossOfAcquireeSinceAcquisitionDateActual_lbl" xml:lang="en-US" id="id_178387_505521_1_1">Business Combination Pro Forma Information Earnings Or Loss Of Acquiree Since Acquisition Date Actual</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessCombinationProFormaInformationEarningsOrLossOfAcquireeSinceAcquisitionDateActual_lbl" xml:lang="en-US" id="id_178387_505521_2_1">Net losses</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessCombinationProFormaInformationRevenueOfAcquireeSinceAcquisitionDateActual" xlink:label="us-gaap_BusinessCombinationProFormaInformationRevenueOfAcquireeSinceAcquisitionDateActual"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessCombinationProFormaInformationRevenueOfAcquireeSinceAcquisitionDateActual_lbl" xml:lang="en-US" id="id_178387_498825_1_1">Business Combination Pro Forma Information Revenue Of Acquiree Since Acquisition Date Actual</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessCombinationProFormaInformationRevenueOfAcquireeSinceAcquisitionDateActual_lbl" xml:lang="en-US" id="id_178387_498825_2_1">Net sales</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_BusinessDescriptionAndAccountingPoliciesTextBlock" xlink:label="us-gaap_BusinessDescriptionAndAccountingPoliciesTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_BusinessDescriptionAndAccountingPoliciesTextBlock_lbl" xml:lang="en-US" id="id_178387_505477_1_1">Business Description And Accounting Policies [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_BusinessDescriptionAndAccountingPoliciesTextBlock_lbl" xml:lang="en-US" id="id_178387_505477_2_1">DESCRIPTION OF BUSINESS AND ACCOUNTING POLICIES</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalizedComputerSoftwareAdditions" xlink:label="us-gaap_CapitalizedComputerSoftwareAdditions"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalizedComputerSoftwareAdditions_lbl" xml:lang="en-US" id="id_178387_503318_1_1">Capitalized Computer Software Additions</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalizedComputerSoftwareAdditions_lbl" xml:lang="en-US" id="id_178387_503318_2_1">Capitalized costs associated with internal-use software and website development, stock-based compensation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CapitalizedComputerSoftwareAdditions" xlink:to="us-gaap_CapitalizedComputerSoftwareAdditions_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalizedComputerSoftwareAmortization" xlink:label="us-gaap_CapitalizedComputerSoftwareAmortization"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalizedComputerSoftwareAmortization_lbl" xml:lang="en-US" id="id_178387_505129_1_1">Capitalized Computer Software Amortization</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalizedComputerSoftwareAmortization_lbl" xml:lang="en-US" id="id_178387_505129_2_1">Capitalized costs associated with internal-use software and website development, amortization of previously capitalized amounts</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CapitalizedComputerSoftwareAmortization" xlink:to="us-gaap_CapitalizedComputerSoftwareAmortization_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalizedComputerSoftwareGross" xlink:label="us-gaap_CapitalizedComputerSoftwareGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalizedComputerSoftwareGross_lbl" xml:lang="en-US" id="id_178387_503379_1_1">Capitalized Computer Software Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalizedComputerSoftwareGross_lbl" xml:lang="en-US" id="id_178387_503379_2_1">Internal-use software</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalizedComputerSoftwarePeriodIncreaseDecrease" xlink:label="us-gaap_CapitalizedComputerSoftwarePeriodIncreaseDecrease"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalizedComputerSoftwarePeriodIncreaseDecrease_lbl" xml:lang="en-US" id="id_178387_498724_1_1">Capitalized Computer Software Period Increase Decrease</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalizedComputerSoftwarePeriodIncreaseDecrease_lbl" xml:lang="en-US" id="id_178387_498724_2_1">Capitalized costs associated with internal-use software and website development</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CapitalizedComputerSoftwarePeriodIncreaseDecrease" xlink:to="us-gaap_CapitalizedComputerSoftwarePeriodIncreaseDecrease_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalLeasedAssetsGross" xlink:label="us-gaap_CapitalLeasedAssetsGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalLeasedAssetsGross_lbl" xml:lang="en-US" id="id_178387_506297_1_1">Capital Leased Assets Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalLeasedAssetsGross_lbl" xml:lang="en-US" id="id_178387_506297_2_1">Gross assets remaining under leases</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalLeaseObligations" xlink:label="us-gaap_CapitalLeaseObligations"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalLeaseObligations_lbl" xml:lang="en-US" id="id_178387_510460_1_1">Capital Lease Obligations</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalLeaseObligations_lbl" xml:lang="en-US" id="id_178387_510460_2_1">Gross capital lease obligations</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalLeaseObligationsCurrent" xlink:label="us-gaap_CapitalLeaseObligationsCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalLeaseObligationsCurrent_lbl" xml:lang="en-US" id="id_178387_509752_1_1">Capital Lease Obligations Current</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_CapitalLeaseObligationsCurrent_lbl" xml:lang="en-US" id="id_178387_509752_8_1">Less current portion of capital lease obligation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CapitalLeaseObligationsCurrent" xlink:to="us-gaap_CapitalLeaseObligationsCurrent_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalLeaseObligationsMember_lbl" xml:lang="en-US" id="id_178387_502021_1_1">Capital Lease Obligations [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalLeaseObligationsMember_lbl" xml:lang="en-US" id="id_178387_502021_2_1">Long-term capital lease obligations</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CapitalLeaseObligationsMember" xlink:to="us-gaap_CapitalLeaseObligationsMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalLeaseObligationsNoncurrent_lbl" xml:lang="en-US" id="id_178387_502220_1_1">Capital Lease Obligations Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CapitalLeaseObligationsNoncurrent_lbl" xml:lang="en-US" id="id_178387_502220_2_1">Long-term lease obligations</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_CapitalLeaseObligationsNoncurrent_lbl" xml:lang="en-US" id="id_178387_502220_12_1">Total long-term capital lease obligations</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CapitalLeaseObligationsNoncurrent" xlink:to="us-gaap_CapitalLeaseObligationsNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalLeasesFutureMinimumPaymentsInterestIncludedInPayments" xlink:label="us-gaap_CapitalLeasesFutureMinimumPaymentsInterestIncludedInPayments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalLeasesFutureMinimumPaymentsInterestIncludedInPayments_lbl" xml:lang="en-US" id="id_178387_510244_1_1">Capital Leases Future Minimum Payments Interest Included In Payments</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_CapitalLeasesFutureMinimumPaymentsInterestIncludedInPayments_lbl" xml:lang="en-US" id="id_178387_510244_8_1">Less imputed interest</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CapitalLeasesFutureMinimumPaymentsInterestIncludedInPayments" xlink:to="us-gaap_CapitalLeasesFutureMinimumPaymentsInterestIncludedInPayments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CapitalLeasesFutureMinimumPaymentsPresentValueOfNetMinimumPayments" xlink:label="us-gaap_CapitalLeasesFutureMinimumPaymentsPresentValueOfNetMinimumPayments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CapitalLeasesFutureMinimumPaymentsPresentValueOfNetMinimumPayments_lbl" xml:lang="en-US" id="id_178387_504677_1_1">Capital Leases Future Minimum Payments Present Value Of Net Minimum Payments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_CapitalLeasesFutureMinimumPaymentsPresentValueOfNetMinimumPayments_lbl" xml:lang="en-US" id="id_178387_504677_6_1">Present value of net minimum lease payments</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_CashCashEquivalentsAndMarketableSecuritiesLineItems" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesLineItems_lbl" xml:lang="en-US" id="id_178387_518605_3_1">Cash, cash equivalents and marketable securities</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesLineItems_lbl" xml:lang="en-US" id="id_178387_518605_2_1">Cash, cash equivalents and marketable securities [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_CashCashEquivalentsAndMarketableSecuritiesLineItems" xlink:to="amzn_CashCashEquivalentsAndMarketableSecuritiesLineItems_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesTable_lbl" xml:lang="en-US" id="id_178387_541666_3_1">Cash, cash equivalents and marketable securities [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesTable_lbl" xml:lang="en-US" id="id_178387_541666_1_1">Cash Cash Equivalents And Marketable Securities [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesTable_lbl" xml:lang="en-US" id="id_178387_541666_2_1">Cash, cash equivalents and marketable securities [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_CashCashEquivalentsAndMarketableSecuritiesTable" xlink:to="amzn_CashCashEquivalentsAndMarketableSecuritiesTable_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesUnrealizedGains_lbl" xml:lang="en-US" id="id_178387_522086_3_1">Gross Unrealized Gains</label>
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    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="amzn_CashCashEquivalentsAndMarketableSecuritiesUnrealizedLosses_lbl" xml:lang="en-US" id="id_178387_522087_8_1">Gross Unrealized Losses</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CashCashEquivalentsAndShortTermInvestmentsMember_lbl" xml:lang="en-US" id="id_178387_531039_3_1">Cash Cash Equivalents And Short Term Investments [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CashCashEquivalentsAndShortTermInvestmentsMember_lbl" xml:lang="en-US" id="id_178387_531039_1_1">Cash Cash Equivalents And Short Term Investments [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CashCashEquivalentsAndShortTermInvestmentsMember_lbl" xml:lang="en-US" id="id_178387_531039_2_1">Cash, Cash Equivalents, and Marketable Securities</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CashEquivalentsAndMarketableSecuritiesAmortizedCost_lbl" xml:lang="en-US" id="id_178387_520689_3_1">Cash Equivalents, and Marketable Securities Amortized Cost</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CashEquivalentsAndMarketableSecuritiesAmortizedCost_lbl" xml:lang="en-US" id="id_178387_520689_1_1">Cash Equivalents And Marketable Securities Amortized Cost</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CashEquivalentsAndMarketableSecuritiesAmortizedCost_lbl" xml:lang="en-US" id="id_178387_520689_2_1">Amortized Cost</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CashEquivalentsAndMarketableSecuritiesFairValueDisclosure_lbl" xml:lang="en-US" id="id_178387_520690_3_1">Cash Equivalents, and Marketable Securities Fair Value Disclosure</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CashEquivalentsAndMarketableSecuritiesFairValueDisclosure_lbl" xml:lang="en-US" id="id_178387_520690_1_1">Cash Equivalents And Marketable Securities Fair Value Disclosure</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CashEquivalentsAndMarketableSecuritiesFairValueDisclosure_lbl" xml:lang="en-US" id="id_178387_520690_2_1">Estimated Fair Value</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_CashEquivalentsMaturityPeriod" xlink:label="amzn_CashEquivalentsMaturityPeriod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CashEquivalentsMaturityPeriod_lbl" xml:lang="en-US" id="id_178387_530011_3_1">Cash Equivalents, Maturity Period</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CashMember" xlink:label="us-gaap_CashMember"/>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_CloudingIpLimitedLiabilityCompanyMember" xlink:label="amzn_CloudingIpLimitedLiabilityCompanyMember"/>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesAuthorized" xlink:to="us-gaap_CommonStockSharesAuthorized_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockSharesIssued_lbl" xml:lang="en-US" id="id_178387_510226_1_1">Common Stock Shares Issued</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CommonStockSharesIssued_lbl" xml:lang="en-US" id="id_178387_510226_2_1">Common stock, Issued shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesIssued" xlink:to="us-gaap_CommonStockSharesIssued_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockSharesOutstanding_lbl" xml:lang="en-US" id="id_178387_504150_1_1">Common Stock Shares Outstanding</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CommonStockSharesOutstanding_lbl" xml:lang="en-US" id="id_178387_504150_2_1">Common stock, Outstanding shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CommonStockSharesOutstanding" xlink:to="us-gaap_CommonStockSharesOutstanding_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CommonStockSharesOutstandingIncludingStockAwards_lbl" xml:lang="en-US" id="id_178387_528574_3_1">Common Stock, Shares, Outstanding Including Stock Awards</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CommonStockSharesOutstandingIncludingStockAwards_lbl" xml:lang="en-US" id="id_178387_528574_1_1">Common Stock Shares Outstanding Including Stock Awards</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CommonStockSharesOutstandingIncludingStockAwards_lbl" xml:lang="en-US" id="id_178387_528574_2_1">Common shares outstanding plus shares underlying outstanding stock awards, including all stock-based awards outstanding, excluding estimated forfeiture</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CommonStockValue_lbl" xml:lang="en-US" id="id_178387_512456_1_1">Common Stock Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CommonStockValue_lbl" xml:lang="en-US" id="id_178387_512456_2_1">Common stock, $0.01 par value: Authorized shares - 5,000 Issued shares - 478 and 473 Outstanding shares - 454 and 455</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ComparabilityOfPriorYearFinancialData_lbl" xml:lang="en-US" id="id_178387_498699_1_1">Comparability Of Prior Year Financial Data</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ComparabilityOfPriorYearFinancialData_lbl" xml:lang="en-US" id="id_178387_498699_2_1">Prior Period Reclassifications</label>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ComprehensiveIncomeNetOfTax" xlink:to="us-gaap_ComprehensiveIncomeNetOfTax_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConcentrationRiskBenchmarkDomain_lbl" xml:lang="en-US" id="id_178387_506687_1_1">Concentration Risk Benchmark [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConcentrationRiskBenchmarkDomain_lbl" xml:lang="en-US" id="id_178387_506687_2_1">Concentration Risk Benchmark [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConcentrationRiskBenchmarkDomain" xlink:to="us-gaap_ConcentrationRiskBenchmarkDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ConcentrationRiskByBenchmarkAxis" xlink:label="us-gaap_ConcentrationRiskByBenchmarkAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConcentrationRiskByBenchmarkAxis_lbl" xml:lang="en-US" id="id_178387_506152_1_1">Concentration Risk By Benchmark [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConcentrationRiskByBenchmarkAxis_lbl" xml:lang="en-US" id="id_178387_506152_2_1">Concentration Risk Benchmark [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConcentrationRiskByBenchmarkAxis" xlink:to="us-gaap_ConcentrationRiskByBenchmarkAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ConcentrationRiskByTypeAxis" xlink:label="us-gaap_ConcentrationRiskByTypeAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConcentrationRiskByTypeAxis_lbl" xml:lang="en-US" id="id_178387_502625_1_1">Concentration Risk By Type [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConcentrationRiskByTypeAxis_lbl" xml:lang="en-US" id="id_178387_502625_2_1">Concentration Risk Type [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConcentrationRiskByTypeAxis" xlink:to="us-gaap_ConcentrationRiskByTypeAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ConcentrationRiskPercentage1" xlink:label="us-gaap_ConcentrationRiskPercentage1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConcentrationRiskPercentage1_lbl" xml:lang="en-US" id="id_178387_500543_1_1">Concentration Risk Percentage 1</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConcentrationRiskPercentage1_lbl" xml:lang="en-US" id="id_178387_500543_2_1">Concentration percentage</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConcentrationRiskPercentage1" xlink:to="us-gaap_ConcentrationRiskPercentage1_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ConcentrationRiskTypeDomain" xlink:label="us-gaap_ConcentrationRiskTypeDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConcentrationRiskTypeDomain_lbl" xml:lang="en-US" id="id_178387_509340_1_1">Concentration Risk Type [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConcentrationRiskTypeDomain_lbl" xml:lang="en-US" id="id_178387_509340_2_1">Concentration Risk Type [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConcentrationRiskTypeDomain" xlink:to="us-gaap_ConcentrationRiskTypeDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ConsolidationPolicyTextBlock" xlink:label="us-gaap_ConsolidationPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConsolidationPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_510597_1_1">Consolidation Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConsolidationPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_510597_2_1">Principles of Consolidation</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConstructionInProgressMember_lbl" xml:lang="en-US" id="id_178387_503469_1_1">Construction In Progress [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConstructionInProgressMember_lbl" xml:lang="en-US" id="id_178387_503469_2_1">Construction in Progress</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConstructionInProgressMember" xlink:to="us-gaap_ConstructionInProgressMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ConstructionLoanNoncurrent_lbl" xml:lang="en-US" id="id_178387_501449_1_1">Construction Loan Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ConstructionLoanNoncurrent_lbl" xml:lang="en-US" id="id_178387_501449_2_1">Construction liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ConstructionLoanNoncurrent" xlink:to="us-gaap_ConstructionLoanNoncurrent_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ContentCostsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_683071_3_1">Content Costs [Policy Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ContentCostsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_683071_1_1">Content Costs Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ContentCostsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_683071_2_1">Content Costs</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ContentCostsPolicyTextBlock" xlink:to="amzn_ContentCostsPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ContractBasedMember" xlink:label="amzn_ContractBasedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ContractBasedMember_lbl" xml:lang="en-US" id="id_178387_533492_3_1">Contract based [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ContractBasedMember_lbl" xml:lang="en-US" id="id_178387_533492_1_1">Contract Based [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ContractBasedMember_lbl" xml:lang="en-US" id="id_178387_533492_2_1">Contract-based</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ContractBasedMember" xlink:to="amzn_ContractBasedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ContractualObligationDueAfterFifthYear" xlink:label="us-gaap_ContractualObligationDueAfterFifthYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractualObligationDueAfterFifthYear_lbl" xml:lang="en-US" id="id_178387_512391_1_1">Contractual Obligation Due After Fifth Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ContractualObligationDueAfterFifthYear_lbl" xml:lang="en-US" id="id_178387_512391_2_1">Thereafter</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractualObligationDueAfterFifthYear" xlink:to="us-gaap_ContractualObligationDueAfterFifthYear_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ContractualObligationDueInFifthYear" xlink:label="us-gaap_ContractualObligationDueInFifthYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractualObligationDueInFifthYear_lbl" xml:lang="en-US" id="id_178387_504061_1_1">Contractual Obligation Due In Fifth Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ContractualObligationDueInFifthYear_lbl" xml:lang="en-US" id="id_178387_504061_2_1">Year Ended December 31,2017</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractualObligationDueInFifthYear" xlink:to="us-gaap_ContractualObligationDueInFifthYear_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ContractualObligationDueInFourthYear" xlink:label="us-gaap_ContractualObligationDueInFourthYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractualObligationDueInFourthYear_lbl" xml:lang="en-US" id="id_178387_506367_1_1">Contractual Obligation Due In Fourth Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ContractualObligationDueInFourthYear_lbl" xml:lang="en-US" id="id_178387_506367_2_1">Year Ended December 31, 2016</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractualObligationDueInFourthYear" xlink:to="us-gaap_ContractualObligationDueInFourthYear_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ContractualObligationDueInNextTwelveMonths" xlink:label="us-gaap_ContractualObligationDueInNextTwelveMonths"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractualObligationDueInNextTwelveMonths_lbl" xml:lang="en-US" id="id_178387_512985_1_1">Contractual Obligation Due In Next Twelve Months</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ContractualObligationDueInNextTwelveMonths_lbl" xml:lang="en-US" id="id_178387_512985_2_1">Year Ended December 31,2013</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractualObligationDueInNextTwelveMonths" xlink:to="us-gaap_ContractualObligationDueInNextTwelveMonths_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ContractualObligationDueInSecondYear" xlink:label="us-gaap_ContractualObligationDueInSecondYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractualObligationDueInSecondYear_lbl" xml:lang="en-US" id="id_178387_503333_1_1">Contractual Obligation Due In Second Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ContractualObligationDueInSecondYear_lbl" xml:lang="en-US" id="id_178387_503333_2_1">Year Ended December 31,2014</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractualObligationDueInSecondYear" xlink:to="us-gaap_ContractualObligationDueInSecondYear_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ContractualObligationDueInThirdYear" xlink:label="us-gaap_ContractualObligationDueInThirdYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ContractualObligationDueInThirdYear_lbl" xml:lang="en-US" id="id_178387_504386_1_1">Contractual Obligation Due In Third Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ContractualObligationDueInThirdYear_lbl" xml:lang="en-US" id="id_178387_504386_2_1">Year Ended December 31, 2015</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ContractualObligationDueInThirdYear" xlink:to="us-gaap_ContractualObligationDueInThirdYear_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CorporateDebtSecuritiesMember" xlink:label="us-gaap_CorporateDebtSecuritiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CorporateDebtSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_504111_1_1">Corporate Debt Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CorporateDebtSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_504111_2_1">Corporate debt securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CorporateDebtSecuritiesMember" xlink:to="us-gaap_CorporateDebtSecuritiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_CorporateHeadquartersMember" xlink:label="amzn_CorporateHeadquartersMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CorporateHeadquartersMember_lbl" xml:lang="en-US" id="id_178387_624167_3_1">Corporate Headquarters [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CorporateHeadquartersMember_lbl" xml:lang="en-US" id="id_178387_624167_1_1">Corporate Headquarters [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CorporateHeadquartersMember_lbl" xml:lang="en-US" id="id_178387_624167_2_1">Corporate Headquarters</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_CorporateHeadquartersMember" xlink:to="amzn_CorporateHeadquartersMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CostOfGoodsAndServicesSold" xlink:label="us-gaap_CostOfGoodsAndServicesSold"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostOfGoodsAndServicesSold_lbl" xml:lang="en-US" id="id_178387_502940_1_1">Cost Of Goods And Services Sold</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CostOfGoodsAndServicesSold_lbl" xml:lang="en-US" id="id_178387_502940_2_1">Cost of sales</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostOfGoodsAndServicesSold" xlink:to="us-gaap_CostOfGoodsAndServicesSold_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CostOfSalesPolicyTextBlock" xlink:label="us-gaap_CostOfSalesPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostOfSalesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_503983_1_1">Cost Of Sales Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CostOfSalesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_503983_2_1">Cost of Sales</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostOfSalesPolicyTextBlock" xlink:to="us-gaap_CostOfSalesPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CostsAndExpenses" xlink:label="us-gaap_CostsAndExpenses"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostsAndExpenses_lbl" xml:lang="en-US" id="id_178387_498134_1_1">Costs And Expenses</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_CostsAndExpenses_lbl" xml:lang="en-US" id="id_178387_498134_6_1">Total operating expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostsAndExpenses" xlink:to="us-gaap_CostsAndExpenses_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CostsAndExpensesAbstract" xlink:label="us-gaap_CostsAndExpensesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CostsAndExpensesAbstract_lbl" xml:lang="en-US" id="id_178387_498850_1_1">Costs And Expenses [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CostsAndExpensesAbstract_lbl" xml:lang="en-US" id="id_178387_498850_2_1">Operating expenses</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CostsAndExpensesAbstract" xlink:to="us-gaap_CostsAndExpensesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_CurrentFederalStateAndLocalTaxExpenseBenefit" xlink:label="amzn_CurrentFederalStateAndLocalTaxExpenseBenefit"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CurrentFederalStateAndLocalTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_523253_3_1">Current Federal, State and Local Tax Expense (Benefit)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CurrentFederalStateAndLocalTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_523253_1_1">Current Federal State And Local Tax Expense Benefit</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CurrentFederalStateAndLocalTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_523253_2_1">U.S. and state</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_CurrentFederalStateAndLocalTaxExpenseBenefit" xlink:to="amzn_CurrentFederalStateAndLocalTaxExpenseBenefit_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/dei/2012/dei-2012-01-31.xsd#dei_CurrentFiscalYearEndDate" xlink:label="dei_CurrentFiscalYearEndDate"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="dei_CurrentFiscalYearEndDate_lbl" xml:lang="en-US" id="id_178387_497832_1_1">Current Fiscal Year End Date</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="dei_CurrentFiscalYearEndDate_lbl" xml:lang="en-US" id="id_178387_497832_2_1">Current Fiscal Year End Date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="dei_CurrentFiscalYearEndDate" xlink:to="dei_CurrentFiscalYearEndDate_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CurrentForeignTaxExpenseBenefit" xlink:label="us-gaap_CurrentForeignTaxExpenseBenefit"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CurrentForeignTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_511395_1_1">Current Foreign Tax Expense Benefit</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CurrentForeignTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_511395_2_1">International</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CurrentForeignTaxExpenseBenefit" xlink:to="us-gaap_CurrentForeignTaxExpenseBenefit_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CurrentIncomeTaxExpenseBenefit" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefit"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_500498_1_1">Current Income Tax Expense Benefit</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_500498_6_1">Current taxes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CurrentIncomeTaxExpenseBenefit" xlink:to="us-gaap_CurrentIncomeTaxExpenseBenefit_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_CurrentIncomeTaxExpenseBenefitContinuingOperationsAbstract" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefitContinuingOperationsAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefitContinuingOperationsAbstract_lbl" xml:lang="en-US" id="id_178387_507306_1_1">Current Income Tax Expense Benefit Continuing Operations [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_CurrentIncomeTaxExpenseBenefitContinuingOperationsAbstract_lbl" xml:lang="en-US" id="id_178387_507306_2_1">Current taxes:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_CurrentIncomeTaxExpenseBenefitContinuingOperationsAbstract" xlink:to="us-gaap_CurrentIncomeTaxExpenseBenefitContinuingOperationsAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_CustomerReceivableMember" xlink:label="amzn_CustomerReceivableMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CustomerReceivableMember_lbl" xml:lang="en-US" id="id_178387_533595_3_1">Customer Receivable [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CustomerReceivableMember_lbl" xml:lang="en-US" id="id_178387_533595_1_1">Customer Receivable [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CustomerReceivableMember_lbl" xml:lang="en-US" id="id_178387_533595_2_1">Customer Receivable</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_CustomerReceivableMember" xlink:to="amzn_CustomerReceivableMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_CustomerRelatedMember" xlink:label="amzn_CustomerRelatedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_CustomerRelatedMember_lbl" xml:lang="en-US" id="id_178387_533491_3_1">Customer related [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_CustomerRelatedMember_lbl" xml:lang="en-US" id="id_178387_533491_1_1">Customer Related [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_CustomerRelatedMember_lbl" xml:lang="en-US" id="id_178387_533491_2_1">Customer-related</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_CustomerRelatedMember" xlink:to="amzn_CustomerRelatedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/country/2012/country-2012-01-31.xsd#country_DE" xlink:label="country_DE"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="country_DE_lbl" xml:lang="en-US" id="id_178387_497675_1_1">D E</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="country_DE_lbl" xml:lang="en-US" id="id_178387_497675_2_1">Germany</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="country_DE" xlink:to="country_DE_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_DebtInstrumentAxis" xlink:label="us-gaap_DebtInstrumentAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentAxis_lbl" xml:lang="en-US" id="id_178387_503845_1_1">Debt Instrument [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DebtInstrumentAxis_lbl" xml:lang="en-US" id="id_178387_503845_2_1">Debt Instrument [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_DebtInstrumentAxis" xlink:to="us-gaap_DebtInstrumentAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_DebtInstrumentCarryingAmount" xlink:label="us-gaap_DebtInstrumentCarryingAmount"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_DebtInstrumentCarryingAmount_lbl" xml:lang="en-US" id="id_178387_499004_1_1">Debt Instrument Carrying Amount</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredForeignIncomeTaxExpenseBenefit_lbl" xml:lang="en-US" id="id_178387_512745_2_1">International</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredRevenueCurrent_lbl" xml:lang="en-US" id="id_178387_506610_2_1">Current unearned revenue</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_DeferredRevenuePolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538603_3_1">Deferred Revenue, Policy [Text Block]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_DeferredTaxAssetsAssetsHeldForInvestment_lbl" xml:lang="en-US" id="id_178387_523334_3_1">Deferred Tax Assets, Assets Held for Investment</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_DeferredTaxAssetsNet_lbl" xml:lang="en-US" id="id_178387_498889_6_1">Deferred tax assets, net of valuation allowance</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_DeferredTaxAssetsNetAbstract_lbl" xml:lang="en-US" id="id_178387_501784_2_1">Deferred tax assets:</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_DisclosureCommitmentsAndContingenciesAdditionalInformationAbstract_lbl" xml:lang="en-US" id="id_178387_604551_2_1">Disclosure Commitments And Contingencies Additional Information [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_DisclosureDeferredIncomeTaxAssetsAndLiabilitiesAbstract_lbl" xml:lang="en-US" id="id_178387_683081_2_1">Disclosure - Deferred Income Tax Assets and Liabilities [Abstract]</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_DisclosureDepreciationExpenseBySegmentAbstract" xlink:label="amzn_DisclosureDepreciationExpenseBySegmentAbstract"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_DisclosureDepreciationExpenseBySegmentAbstract_lbl" xml:lang="en-US" id="id_178387_683082_1_1">Disclosure Depreciation Expense By Segment [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_DisclosureDepreciationExpenseBySegmentAbstract_lbl" xml:lang="en-US" id="id_178387_683082_2_1">Disclosure - Depreciation Expense, by Segment [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_DisclosureDescriptionOfBusinessAndAccountingPoliciesAdditionalInformationAbstract_lbl" xml:lang="en-US" id="id_178387_683083_2_1">Disclosure - Description of Business and Accounting Policies - Additional Information [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_DisclosureEquityMethodInvestmentsAdditionalInformationAbstract_lbl" xml:lang="en-US" id="id_178387_683084_1_1">Disclosure Equity Method Investments Additional Information [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_DisclosureEquityMethodInvestmentsAdditionalInformationAbstract_lbl" xml:lang="en-US" id="id_178387_683084_2_1">Disclosure - Equity Method Investments - Additional Information [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_DisclosureExpectedFutureAmortizationExpenseOfAcquiredIntangibleAssetsAbstract_lbl" xml:lang="en-US" id="id_178387_683085_2_1">Disclosure - Expected Future Amortization Expense of Acquired Intangible Assets [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_DisclosureIncomeTaxesAdditionalInformationAbstract_lbl" xml:lang="en-US" id="id_178387_604458_2_1">Disclosure Income Taxes Additional Information [Abstract]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_EquityMethodInvestmentSummarizedFinancialInformationOperatingExpenses_lbl" xml:lang="en-US" id="id_178387_523869_3_1">Equity Method Investment, Summarized Financial Information, Operating Expenses</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_EquityMethodInvestmentSummarizedFinancialInformationOperatingIncomeLoss_lbl" xml:lang="en-US" id="id_178387_523415_3_1">Equity Method Investment, Summarized Financial Information, Operating Income (Loss)</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueByFairValueHierarchyLevelAxis_lbl" xml:lang="en-US" id="id_178387_510142_2_1">Fair Value, Hierarchy [Axis]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FairValueInputsLevel1Member" xlink:label="us-gaap_FairValueInputsLevel1Member"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueInputsLevel1Member_lbl" xml:lang="en-US" id="id_178387_508799_1_1">Fair Value Inputs Level 1 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueInputsLevel1Member_lbl" xml:lang="en-US" id="id_178387_508799_2_1">Level 1 Securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueInputsLevel1Member" xlink:to="us-gaap_FairValueInputsLevel1Member_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FairValueInputsLevel2Member" xlink:label="us-gaap_FairValueInputsLevel2Member"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueInputsLevel2Member_lbl" xml:lang="en-US" id="id_178387_511009_1_1">Fair Value Inputs Level 2 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueInputsLevel2Member_lbl" xml:lang="en-US" id="id_178387_511009_2_1">Level 2 Securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueInputsLevel2Member" xlink:to="us-gaap_FairValueInputsLevel2Member_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FairValueMeasurementsFairValueHierarchyDomain" xlink:label="us-gaap_FairValueMeasurementsFairValueHierarchyDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueMeasurementsFairValueHierarchyDomain_lbl" xml:lang="en-US" id="id_178387_501136_1_1">Fair Value Measurements Fair Value Hierarchy [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueMeasurementsFairValueHierarchyDomain_lbl" xml:lang="en-US" id="id_178387_501136_2_1">Fair Value, Measurements, Fair Value Hierarchy [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueMeasurementsFairValueHierarchyDomain" xlink:to="us-gaap_FairValueMeasurementsFairValueHierarchyDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FairValueOfFinancialInstrumentsPolicy" xlink:label="us-gaap_FairValueOfFinancialInstrumentsPolicy"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FairValueOfFinancialInstrumentsPolicy_lbl" xml:lang="en-US" id="id_178387_514322_1_1">Fair Value Of Financial Instruments Policy</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FairValueOfFinancialInstrumentsPolicy_lbl" xml:lang="en-US" id="id_178387_514322_2_1">Fair Value of Financial Instruments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FairValueOfFinancialInstrumentsPolicy" xlink:to="us-gaap_FairValueOfFinancialInstrumentsPolicy_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_FinanceLeaseObligationMember" xlink:label="amzn_FinanceLeaseObligationMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_FinanceLeaseObligationMember_lbl" xml:lang="en-US" id="id_178387_532731_3_1">Finance Lease Obligation [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_FinanceLeaseObligationMember_lbl" xml:lang="en-US" id="id_178387_532731_1_1">Finance Lease Obligation [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_FinanceLeaseObligationMember_lbl" xml:lang="en-US" id="id_178387_532731_2_1">Long-term financing lease obligations</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_FinanceLeaseObligationMember" xlink:to="amzn_FinanceLeaseObligationMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_FinancingLeaseObligationsMember" xlink:label="amzn_FinancingLeaseObligationsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_FinancingLeaseObligationsMember_lbl" xml:lang="en-US" id="id_178387_546049_3_1">Financing Lease Obligations [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_FinancingLeaseObligationsMember_lbl" xml:lang="en-US" id="id_178387_546049_1_1">Financing Lease Obligations [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_FinancingLeaseObligationsMember_lbl" xml:lang="en-US" id="id_178387_546049_2_1">Financing lease obligations, including interest</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_FinancingLeaseObligationsMember" xlink:to="amzn_FinancingLeaseObligationsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization_lbl" xml:lang="en-US" id="id_178387_513029_1_1">Finite Lived Intangible Assets Accumulated Amortization</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization_lbl" xml:lang="en-US" id="id_178387_513029_8_1">Accumulated Amortization</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAccumulatedAmortization_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextTwelveMonths" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextTwelveMonths"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextTwelveMonths_lbl" xml:lang="en-US" id="id_178387_506324_1_1">Finite Lived Intangible Assets Amortization Expense Next Twelve Months</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextTwelveMonths_lbl" xml:lang="en-US" id="id_178387_506324_2_1">2013</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextTwelveMonths" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseNextTwelveMonths_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFive" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFive"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFive_lbl" xml:lang="en-US" id="id_178387_502723_1_1">Finite Lived Intangible Assets Amortization Expense Year Five</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFive_lbl" xml:lang="en-US" id="id_178387_502723_2_1">2017</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFive" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFive_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFour" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFour"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFour_lbl" xml:lang="en-US" id="id_178387_511582_1_1">Finite Lived Intangible Assets Amortization Expense Year Four</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFour_lbl" xml:lang="en-US" id="id_178387_511582_2_1">2016</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFour" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearFour_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearThree" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearThree"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearThree_lbl" xml:lang="en-US" id="id_178387_500492_1_1">Finite Lived Intangible Assets Amortization Expense Year Three</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearThree_lbl" xml:lang="en-US" id="id_178387_500492_2_1">2015</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearThree" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearThree_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearTwo" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearTwo"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearTwo_lbl" xml:lang="en-US" id="id_178387_511648_1_1">Finite Lived Intangible Assets Amortization Expense Year Two</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearTwo_lbl" xml:lang="en-US" id="id_178387_511648_2_1">2014</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearTwo" xlink:to="us-gaap_FiniteLivedIntangibleAssetsAmortizationExpenseYearTwo_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsGross" xlink:label="us-gaap_FiniteLivedIntangibleAssetsGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsGross_lbl" xml:lang="en-US" id="id_178387_510135_1_1">Finite Lived Intangible Assets Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsGross_lbl" xml:lang="en-US" id="id_178387_510135_2_1">Acquired Intangibles, Gross</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsGross" xlink:to="us-gaap_FiniteLivedIntangibleAssetsGross_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetsNet" xlink:label="us-gaap_FiniteLivedIntangibleAssetsNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetsNet_lbl" xml:lang="en-US" id="id_178387_500938_1_1">Finite Lived Intangible Assets Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsNet_lbl" xml:lang="en-US" id="id_178387_500938_2_1">Acquired Intangibles, Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetsNet_lbl" xml:lang="en-US" id="id_178387_500938_6_1">Acquired Intangibles, Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetsNet" xlink:to="us-gaap_FiniteLivedIntangibleAssetsNet_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FiniteLivedIntangibleAssetUsefulLife" xlink:label="us-gaap_FiniteLivedIntangibleAssetUsefulLife"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FiniteLivedIntangibleAssetUsefulLife_lbl" xml:lang="en-US" id="id_178387_513345_1_1">Finite Lived Intangible Asset Useful Life</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetUsefulLife_lbl" xml:lang="en-US" id="id_178387_513345_2_1">Acquired intangible assets estimated useful lives</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_FiniteLivedIntangibleAssetUsefulLife_lbl" xml:lang="en-US" id="id_178387_513345_12_1">Intangible assets, estimated useful life, maximum (in years)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FiniteLivedIntangibleAssetUsefulLife" xlink:to="us-gaap_FiniteLivedIntangibleAssetUsefulLife_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FixedIncomeSecuritiesMember" xlink:label="us-gaap_FixedIncomeSecuritiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FixedIncomeSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_507692_1_1">Fixed Income Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FixedIncomeSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_507692_2_1">Other fixed income securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FixedIncomeSecuritiesMember" xlink:to="us-gaap_FixedIncomeSecuritiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ForeignCountryMember" xlink:label="us-gaap_ForeignCountryMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ForeignCountryMember_lbl" xml:lang="en-US" id="id_178387_502699_1_1">Foreign Country [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ForeignCountryMember_lbl" xml:lang="en-US" id="id_178387_502699_2_1">Foreign Country</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ForeignCountryMember" xlink:to="us-gaap_ForeignCountryMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ForeignCurrencyTransactionGainLossBeforeTax" xlink:label="us-gaap_ForeignCurrencyTransactionGainLossBeforeTax"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ForeignCurrencyTransactionGainLossBeforeTax_lbl" xml:lang="en-US" id="id_178387_513270_1_1">Foreign Currency Transaction Gain Loss Before Tax</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ForeignCurrencyTransactionGainLossBeforeTax_lbl" xml:lang="en-US" id="id_178387_513270_2_1">Transaction gains and losses arising from foreign currency transactions</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ForeignCurrencyTransactionGainLossBeforeTax" xlink:to="us-gaap_ForeignCurrencyTransactionGainLossBeforeTax_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ForeignCurrencyTransactionGainLossRealized" xlink:label="us-gaap_ForeignCurrencyTransactionGainLossRealized"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ForeignCurrencyTransactionGainLossRealized_lbl" xml:lang="en-US" id="id_178387_513495_1_1">Foreign Currency Transaction Gain Loss Realized</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ForeignCurrencyTransactionGainLossRealized_lbl" xml:lang="en-US" id="id_178387_513495_2_1">Foreign currency transaction gain (loss)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ForeignCurrencyTransactionGainLossRealized" xlink:to="us-gaap_ForeignCurrencyTransactionGainLossRealized_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ForeignCurrencyTransactionsAndTranslationsPolicyTextBlock" xlink:label="us-gaap_ForeignCurrencyTransactionsAndTranslationsPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ForeignCurrencyTransactionsAndTranslationsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_513370_1_1">Foreign Currency Transactions And Translations Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ForeignCurrencyTransactionsAndTranslationsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_513370_2_1">Foreign Currency</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ForeignCurrencyTransactionsAndTranslationsPolicyTextBlock" xlink:to="us-gaap_ForeignCurrencyTransactionsAndTranslationsPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ForeignGovernmentDebtSecuritiesMember" xlink:label="us-gaap_ForeignGovernmentDebtSecuritiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ForeignGovernmentDebtSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_511691_1_1">Foreign Government Debt Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ForeignGovernmentDebtSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_511691_2_1">Foreign government and agency securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ForeignGovernmentDebtSecuritiesMember" xlink:to="us-gaap_ForeignGovernmentDebtSecuritiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/country/2012/country-2012-01-31.xsd#country_FR" xlink:label="country_FR"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="country_FR_lbl" xml:lang="en-US" id="id_178387_497495_1_1">F R</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="country_FR_lbl" xml:lang="en-US" id="id_178387_497495_2_1">FRANCE</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="country_FR" xlink:to="country_FR_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_FulfillmentExpense" xlink:label="amzn_FulfillmentExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_FulfillmentExpense_lbl" xml:lang="en-US" id="id_178387_520032_3_1">Costs incurred to operate and staff fulfillment and customer service centers, including buying, receiving, inspecting, and warehousing inventories; picking, packaging and preparing customer orders for shipment; payment processing and related transaction costs. Fulfillment costs also include amounts paid to third parties that assist us in fulfillment and customer service operations.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_FulfillmentExpense_lbl" xml:lang="en-US" id="id_178387_520032_1_1">Fulfillment Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_FulfillmentExpense_lbl" xml:lang="en-US" id="id_178387_520032_2_1">Fulfillment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_FulfillmentExpense" xlink:to="amzn_FulfillmentExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_FulfillmentExpenseMember" xlink:label="amzn_FulfillmentExpenseMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_FulfillmentExpenseMember_lbl" xml:lang="en-US" id="id_178387_533017_3_1">Fulfillment Expense [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_FulfillmentExpenseMember_lbl" xml:lang="en-US" id="id_178387_533017_1_1">Fulfillment Expense [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_FulfillmentExpenseMember_lbl" xml:lang="en-US" id="id_178387_533017_2_1">Fulfillment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_FulfillmentExpenseMember" xlink:to="amzn_FulfillmentExpenseMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_FulfillmentExpensesPolicyTextBlock" xlink:label="amzn_FulfillmentExpensesPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_FulfillmentExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538616_3_1">Fulfillment Expenses, Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_FulfillmentExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538616_1_1">Fulfillment Expenses Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_FulfillmentExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538616_2_1">Fulfillment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_FulfillmentExpensesPolicyTextBlock" xlink:to="amzn_FulfillmentExpensesPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_FurnitureAndFixturesMember" xlink:label="us-gaap_FurnitureAndFixturesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_FurnitureAndFixturesMember_lbl" xml:lang="en-US" id="id_178387_500372_1_1">Furniture And Fixtures [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_FurnitureAndFixturesMember_lbl" xml:lang="en-US" id="id_178387_500372_2_1">Furniture and Fixtures</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_FurnitureAndFixturesMember" xlink:to="us-gaap_FurnitureAndFixturesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_FutureAmortizationExpenseThereafter" xlink:label="amzn_FutureAmortizationExpenseThereafter"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_FutureAmortizationExpenseThereafter_lbl" xml:lang="en-US" id="id_178387_522541_3_1">Future Amortization Expense, Thereafter</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_FutureAmortizationExpenseThereafter_lbl" xml:lang="en-US" id="id_178387_522541_1_1">Future Amortization Expense Thereafter</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_FutureAmortizationExpenseThereafter_lbl" xml:lang="en-US" id="id_178387_522541_2_1">Thereafter</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_FutureAmortizationExpenseThereafter" xlink:to="amzn_FutureAmortizationExpenseThereafter_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_FuturePrincipalPaymentsTextBlock" xlink:label="amzn_FuturePrincipalPaymentsTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_FuturePrincipalPaymentsTextBlock_lbl" xml:lang="en-US" id="id_178387_538425_3_1">Future Principal Payments [Table Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_FuturePrincipalPaymentsTextBlock_lbl" xml:lang="en-US" id="id_178387_538425_1_1">Future Principal Payments [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_FuturePrincipalPaymentsTextBlock_lbl" xml:lang="en-US" id="id_178387_538425_2_1">Future Principal Payment for Debt</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_FuturePrincipalPaymentsTextBlock" xlink:to="amzn_FuturePrincipalPaymentsTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GainLossOnSaleOfInvestments" xlink:label="us-gaap_GainLossOnSaleOfInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GainLossOnSaleOfInvestments_lbl" xml:lang="en-US" id="id_178387_508552_1_1">Gain Loss On Sale Of Investments</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_GainLossOnSaleOfInvestments_lbl" xml:lang="en-US" id="id_178387_508552_8_1">Losses (gains) on sales of marketable securities, net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GainLossOnSaleOfInvestments" xlink:to="us-gaap_GainLossOnSaleOfInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/country/2012/country-2012-01-31.xsd#country_GB" xlink:label="country_GB"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="country_GB_lbl" xml:lang="en-US" id="id_178387_497524_1_1">G B</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="country_GB_lbl" xml:lang="en-US" id="id_178387_497524_2_1">United Kingdom</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="country_GB" xlink:to="country_GB_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GeneralAndAdministrativeExpense" xlink:label="us-gaap_GeneralAndAdministrativeExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GeneralAndAdministrativeExpense_lbl" xml:lang="en-US" id="id_178387_506093_1_1">General And Administrative Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GeneralAndAdministrativeExpense_lbl" xml:lang="en-US" id="id_178387_506093_2_1">General and administrative</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeneralAndAdministrativeExpense" xlink:to="us-gaap_GeneralAndAdministrativeExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GeneralAndAdministrativeExpenseMember" xlink:label="us-gaap_GeneralAndAdministrativeExpenseMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GeneralAndAdministrativeExpenseMember_lbl" xml:lang="en-US" id="id_178387_510320_1_1">General And Administrative Expense [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GeneralAndAdministrativeExpenseMember_lbl" xml:lang="en-US" id="id_178387_510320_2_1">General and administrative</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeneralAndAdministrativeExpenseMember" xlink:to="us-gaap_GeneralAndAdministrativeExpenseMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GeographicConcentrationRiskMember" xlink:label="us-gaap_GeographicConcentrationRiskMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GeographicConcentrationRiskMember_lbl" xml:lang="en-US" id="id_178387_505297_1_1">Geographic Concentration Risk [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GeographicConcentrationRiskMember_lbl" xml:lang="en-US" id="id_178387_505297_2_1">Geographic Concentration Risk</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GeographicConcentrationRiskMember" xlink:to="us-gaap_GeographicConcentrationRiskMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_Goodwill" xlink:label="us-gaap_Goodwill"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_Goodwill_lbl" xml:lang="en-US" id="id_178387_498098_1_1">Goodwill</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_Goodwill_lbl" xml:lang="en-US" id="id_178387_498098_4_1">Goodwill - Ending Balance</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_Goodwill_lbl" xml:lang="en-US" id="id_178387_498098_5_1">Goodwill - Beginning Balance</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_Goodwill_lbl" xml:lang="en-US" id="id_178387_498098_2_1">Goodwill</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_Goodwill" xlink:to="us-gaap_Goodwill_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GoodwillAcquiredDuringPeriod" xlink:label="us-gaap_GoodwillAcquiredDuringPeriod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GoodwillAcquiredDuringPeriod_lbl" xml:lang="en-US" id="id_178387_513585_1_1">Goodwill Acquired During Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GoodwillAcquiredDuringPeriod_lbl" xml:lang="en-US" id="id_178387_513585_2_1">New acquisitions</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GoodwillAcquiredDuringPeriod" xlink:to="us-gaap_GoodwillAcquiredDuringPeriod_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GoodwillAndIntangibleAssetsGoodwillPolicy" xlink:label="us-gaap_GoodwillAndIntangibleAssetsGoodwillPolicy"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GoodwillAndIntangibleAssetsGoodwillPolicy_lbl" xml:lang="en-US" id="id_178387_507415_1_1">Goodwill And Intangible Assets Goodwill Policy</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GoodwillAndIntangibleAssetsGoodwillPolicy_lbl" xml:lang="en-US" id="id_178387_507415_2_1">Goodwill</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GoodwillAndIntangibleAssetsGoodwillPolicy" xlink:to="us-gaap_GoodwillAndIntangibleAssetsGoodwillPolicy_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GoodwillLineItems" xlink:label="us-gaap_GoodwillLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GoodwillLineItems_lbl" xml:lang="en-US" id="id_178387_502143_1_1">Goodwill [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_GoodwillLineItems_lbl" xml:lang="en-US" id="id_178387_502143_2_1">Goodwill [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GoodwillLineItems" xlink:to="us-gaap_GoodwillLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_GoodwillOtherChanges" xlink:label="us-gaap_GoodwillOtherChanges"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_GoodwillOtherChanges_lbl" xml:lang="en-US" id="id_178387_504928_1_1">Goodwill Other Changes</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_GoodwillOtherChanges_lbl" xml:lang="en-US" id="id_178387_504928_8_1">Other adjustments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_GoodwillOtherChanges" xlink:to="us-gaap_GoodwillOtherChanges_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_GpneCorporationMember" xlink:label="amzn_GpneCorporationMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_GpneCorporationMember_lbl" xml:lang="en-US" id="id_178387_599317_3_1">Gpne Corporation [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_GpneCorporationMember_lbl" xml:lang="en-US" id="id_178387_599317_1_1">Gpne Corporation [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_GpneCorporationMember_lbl" xml:lang="en-US" id="id_178387_599317_2_1">GPNE Corp.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_GpneCorporationMember" xlink:to="amzn_GpneCorporationMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ImpairmentOrDisposalOfLongLivedAssetsPolicyTextBlock" xlink:label="us-gaap_ImpairmentOrDisposalOfLongLivedAssetsPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ImpairmentOrDisposalOfLongLivedAssetsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_513362_1_1">Impairment Or Disposal Of Long Lived Assets Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ImpairmentOrDisposalOfLongLivedAssetsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_513362_2_1">Long-Lived Assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ImpairmentOrDisposalOfLongLivedAssetsPolicyTextBlock" xlink:to="us-gaap_ImpairmentOrDisposalOfLongLivedAssetsPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic" xlink:label="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic_lbl" xml:lang="en-US" id="id_178387_510078_1_1">Income Loss From Continuing Operations Before Income Taxes Domestic</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncomeLossFromContinuingOperationsBeforeIncomeTaxesDomestic_lbl" xml:lang="en-US" id="id_178387_510078_2_1">U.S.</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_IncreaseDecreaseInInventories" xlink:label="us-gaap_IncreaseDecreaseInInventories"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInInventories_lbl" xml:lang="en-US" id="id_178387_510295_1_1">Increase Decrease In Inventories</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_IncreaseDecreaseInInventories_lbl" xml:lang="en-US" id="id_178387_510295_8_1">Inventories</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInInventories" xlink:to="us-gaap_IncreaseDecreaseInInventories_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_IncreaseDecreaseInOperatingCapitalAbstract" xlink:label="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_lbl" xml:lang="en-US" id="id_178387_503089_1_1">Increase Decrease In Operating Capital [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_lbl" xml:lang="en-US" id="id_178387_503089_2_1">Changes in operating assets and liabilities:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract" xlink:to="us-gaap_IncreaseDecreaseInOperatingCapitalAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements" xlink:label="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements_lbl" xml:lang="en-US" id="id_178387_503660_1_1">Incremental Common Shares Attributable To Share Based Payment Arrangements</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements_lbl" xml:lang="en-US" id="id_178387_503660_2_1">Total dilutive effect of outstanding stock awards</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements" xlink:to="us-gaap_IncrementalCommonSharesAttributableToShareBasedPaymentArrangements_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InterestExpense" xlink:label="us-gaap_InterestExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestExpense_lbl" xml:lang="en-US" id="id_178387_514855_1_1">Interest Expense</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_InterestExpense_lbl" xml:lang="en-US" id="id_178387_514855_8_1">Interest expense</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestExpense" xlink:to="us-gaap_InterestExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InterestPaid" xlink:label="us-gaap_InterestPaid"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InterestPaid_lbl" xml:lang="en-US" id="id_178387_512118_1_1">Interest Paid</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InterestPaid_lbl" xml:lang="en-US" id="id_178387_512118_2_1">Cash paid for interest on long-term debt</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InterestPaid" xlink:to="us-gaap_InterestPaid_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_InterestPaymentFrequency" xlink:label="amzn_InterestPaymentFrequency"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_InterestPaymentFrequency_lbl" xml:lang="en-US" id="id_178387_529202_3_1">The frequency of interest payments made on debt instruments.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_InterestPaymentFrequency_lbl" xml:lang="en-US" id="id_178387_529202_1_1">Interest Payment Frequency</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_InterestPaymentFrequency_lbl" xml:lang="en-US" id="id_178387_529202_2_1">Interest payment frequency</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_InterestPaymentFrequency" xlink:to="amzn_InterestPaymentFrequency_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InternalRevenueServiceIRSMember" xlink:label="us-gaap_InternalRevenueServiceIRSMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InternalRevenueServiceIRSMember_lbl" xml:lang="en-US" id="id_178387_502974_1_1">Internal Revenue Service I R S [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InternalRevenueServiceIRSMember_lbl" xml:lang="en-US" id="id_178387_502974_2_1">Internal Revenue Service (IRS)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InternalRevenueServiceIRSMember" xlink:to="us-gaap_InternalRevenueServiceIRSMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_InternalUseSoftwareContentAndWebsiteDevelopmentMember" xlink:label="amzn_InternalUseSoftwareContentAndWebsiteDevelopmentMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_InternalUseSoftwareContentAndWebsiteDevelopmentMember_lbl" xml:lang="en-US" id="id_178387_533487_3_1">Internal use Software, Content and Website Development [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_InternalUseSoftwareContentAndWebsiteDevelopmentMember_lbl" xml:lang="en-US" id="id_178387_533487_1_1">Internal Use Software Content And Website Development [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_InternalUseSoftwareContentAndWebsiteDevelopmentMember_lbl" xml:lang="en-US" id="id_178387_533487_2_1">Internal use Software, Content and Website Development</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_InternalUseSoftwareContentAndWebsiteDevelopmentMember" xlink:to="amzn_InternalUseSoftwareContentAndWebsiteDevelopmentMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InternalUseSoftwarePolicy" xlink:label="us-gaap_InternalUseSoftwarePolicy"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InternalUseSoftwarePolicy_lbl" xml:lang="en-US" id="id_178387_503558_1_1">Internal Use Software Policy</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InternalUseSoftwarePolicy_lbl" xml:lang="en-US" id="id_178387_503558_2_1">Internal-use Software and Website Development</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InternalUseSoftwarePolicy" xlink:to="us-gaap_InternalUseSoftwarePolicy_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_InternationalMember" xlink:label="amzn_InternationalMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_InternationalMember_lbl" xml:lang="en-US" id="id_178387_531305_3_1">International [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_InternationalMember_lbl" xml:lang="en-US" id="id_178387_531305_1_1">International [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_InternationalMember_lbl" xml:lang="en-US" id="id_178387_531305_2_1">International</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_InternationalMember" xlink:to="amzn_InternationalMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_InternationalRegionsMember" xlink:label="amzn_InternationalRegionsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_InternationalRegionsMember_lbl" xml:lang="en-US" id="id_178387_532501_3_1">International Regions [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_InternationalRegionsMember_lbl" xml:lang="en-US" id="id_178387_532501_1_1">International Regions [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_InternationalRegionsMember_lbl" xml:lang="en-US" id="id_178387_532501_2_1">International</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_InternationalRegionsMember" xlink:to="amzn_InternationalRegionsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InventoryNet" xlink:label="us-gaap_InventoryNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InventoryNet_lbl" xml:lang="en-US" id="id_178387_508278_1_1">Inventory Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InventoryNet_lbl" xml:lang="en-US" id="id_178387_508278_2_1">Inventories</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InventoryNet" xlink:to="us-gaap_InventoryNet_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InventoryPolicyTextBlock" xlink:label="us-gaap_InventoryPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InventoryPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_499549_1_1">Inventory Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InventoryPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_499549_2_1">Inventories</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InventoryPolicyTextBlock" xlink:to="us-gaap_InventoryPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_InventorySupplierDescription" xlink:label="amzn_InventorySupplierDescription"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_InventorySupplierDescription_lbl" xml:lang="en-US" id="id_178387_529103_3_1">Inventory Supplier Description</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_InventorySupplierDescription_lbl" xml:lang="en-US" id="id_178387_529103_1_1">Inventory Supplier Description</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_InventorySupplierDescription_lbl" xml:lang="en-US" id="id_178387_529103_2_1">Inventory purchases by supplier</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_InventorySupplierDescription" xlink:to="amzn_InventorySupplierDescription_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InvestmentIncomeInterest" xlink:label="us-gaap_InvestmentIncomeInterest"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentIncomeInterest_lbl" xml:lang="en-US" id="id_178387_504284_1_1">Investment Income Interest</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentIncomeInterest_lbl" xml:lang="en-US" id="id_178387_504284_2_1">Interest income</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentIncomeInterest" xlink:to="us-gaap_InvestmentIncomeInterest_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InvestmentPolicyTextBlock" xlink:label="us-gaap_InvestmentPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_511894_1_1">Investment Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_511894_2_1">Investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentPolicyTextBlock" xlink:to="us-gaap_InvestmentPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_InvestmentsClassifiedByContractualMaturityDateLineItems" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateLineItems_lbl" xml:lang="en-US" id="id_178387_518735_3_1">Investments Classified by Contractual Maturity Date [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateLineItems_lbl" xml:lang="en-US" id="id_178387_518735_1_1">Investments Classified By Contractual Maturity Date [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateLineItems_lbl" xml:lang="en-US" id="id_178387_518735_2_1">Investments Classified by Contractual Maturity Date [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_InvestmentsClassifiedByContractualMaturityDateLineItems" xlink:to="amzn_InvestmentsClassifiedByContractualMaturityDateLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_InvestmentsClassifiedByContractualMaturityDateTable" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateTable_lbl" xml:lang="en-US" id="id_178387_541982_3_1">Investments Classified by Contractual Maturity Date [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateTable_lbl" xml:lang="en-US" id="id_178387_541982_1_1">Investments Classified By Contractual Maturity Date [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_InvestmentsClassifiedByContractualMaturityDateTable_lbl" xml:lang="en-US" id="id_178387_541982_2_1">Investments Classified by Contractual Maturity Date [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_InvestmentsClassifiedByContractualMaturityDateTable" xlink:to="amzn_InvestmentsClassifiedByContractualMaturityDateTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InvestmentsClassifiedByContractualMaturityDateTableTextBlock" xlink:label="us-gaap_InvestmentsClassifiedByContractualMaturityDateTableTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentsClassifiedByContractualMaturityDateTableTextBlock_lbl" xml:lang="en-US" id="id_178387_509290_1_1">Investments Classified By Contractual Maturity Date Table [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentsClassifiedByContractualMaturityDateTableTextBlock_lbl" xml:lang="en-US" id="id_178387_509290_2_1">Investments Classified by Contractual Maturity Date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentsClassifiedByContractualMaturityDateTableTextBlock" xlink:to="us-gaap_InvestmentsClassifiedByContractualMaturityDateTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InvestmentsInDebtAndMarketableEquitySecuritiesAndCertainTradingAssetsDisclosureTextBlock" xlink:label="us-gaap_InvestmentsInDebtAndMarketableEquitySecuritiesAndCertainTradingAssetsDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentsInDebtAndMarketableEquitySecuritiesAndCertainTradingAssetsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_514498_1_1">Investments In Debt And Marketable Equity Securities And Certain Trading Assets Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentsInDebtAndMarketableEquitySecuritiesAndCertainTradingAssetsDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_514498_2_1">CASH, CASH EQUIVALENTS, AND MARKETABLE SECURITIES</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentsInDebtAndMarketableEquitySecuritiesAndCertainTradingAssetsDisclosureTextBlock" xlink:to="us-gaap_InvestmentsInDebtAndMarketableEquitySecuritiesAndCertainTradingAssetsDisclosureTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InvestmentTypeAxis" xlink:label="us-gaap_InvestmentTypeAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentTypeAxis_lbl" xml:lang="en-US" id="id_178387_511531_1_1">Investment Type [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentTypeAxis_lbl" xml:lang="en-US" id="id_178387_511531_2_1">Investment Type [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentTypeAxis" xlink:to="us-gaap_InvestmentTypeAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_InvestmentTypeCategorizationMember" xlink:label="us-gaap_InvestmentTypeCategorizationMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_InvestmentTypeCategorizationMember_lbl" xml:lang="en-US" id="id_178387_508658_1_1">Investment Type Categorization [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_InvestmentTypeCategorizationMember_lbl" xml:lang="en-US" id="id_178387_508658_2_1">Investment Type Categorization [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_InvestmentTypeCategorizationMember" xlink:to="us-gaap_InvestmentTypeCategorizationMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/country/2012/country-2012-01-31.xsd#country_JP" xlink:label="country_JP"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="country_JP_lbl" xml:lang="en-US" id="id_178387_497548_1_1">J P</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="country_JP_lbl" xml:lang="en-US" id="id_178387_497548_2_1">Japan</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_KivaSystemsIncorporatedMember" xlink:label="amzn_KivaSystemsIncorporatedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_KivaSystemsIncorporatedMember_lbl" xml:lang="en-US" id="id_178387_599057_3_1">Kiva Systems, Incorporated [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_KivaSystemsIncorporatedMember_lbl" xml:lang="en-US" id="id_178387_599057_1_1">Kiva Systems Incorporated [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_KivaSystemsIncorporatedMember_lbl" xml:lang="en-US" id="id_178387_599057_2_1">Kiva Systems, Inc</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_KivaSystemsIncorporatedMember" xlink:to="amzn_KivaSystemsIncorporatedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LandAndBuildingMember" xlink:label="us-gaap_LandAndBuildingMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LandAndBuildingMember_lbl" xml:lang="en-US" id="id_178387_511397_1_1">Land And Building [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LandAndBuildingMember_lbl" xml:lang="en-US" id="id_178387_511397_2_1">Land and Buildings</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LandAndBuildingMember" xlink:to="us-gaap_LandAndBuildingMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LandMember" xlink:label="us-gaap_LandMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LandMember_lbl" xml:lang="en-US" id="id_178387_512000_1_1">Land [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LandMember_lbl" xml:lang="en-US" id="id_178387_512000_2_1">Land</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_LeaseAndAssetRetirementObligationsPolicyTextBlock" xlink:label="amzn_LeaseAndAssetRetirementObligationsPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_LeaseAndAssetRetirementObligationsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538614_3_1">Lease and Asset Retirement Obligations, Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_LeaseAndAssetRetirementObligationsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538614_1_1">Lease And Asset Retirement Obligations Policy [Text Block]</label>
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    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_LeaseAndAssetRetirementObligationsPolicyTextBlock" xlink:to="amzn_LeaseAndAssetRetirementObligationsPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LeaseAndRentalExpense" xlink:label="us-gaap_LeaseAndRentalExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LeaseAndRentalExpense_lbl" xml:lang="en-US" id="id_178387_513419_1_1">Lease And Rental Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LeaseAndRentalExpense_lbl" xml:lang="en-US" id="id_178387_513419_2_1">Rental expense under operating lease agreements</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LeaseAndRentalExpense" xlink:to="us-gaap_LeaseAndRentalExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/dei/2012/dei-2012-01-31.xsd#dei_LegalEntityAxis" xlink:label="dei_LegalEntityAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="dei_LegalEntityAxis_lbl" xml:lang="en-US" id="id_178387_497730_1_1">Legal Entity [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="dei_LegalEntityAxis_lbl" xml:lang="en-US" id="id_178387_497730_2_1">Legal Entity [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="dei_LegalEntityAxis" xlink:to="dei_LegalEntityAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LiabilitiesAndStockholdersEquity" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity_lbl" xml:lang="en-US" id="id_178387_508780_1_1">Liabilities And Stockholders Equity</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LiabilitiesAndStockholdersEquity_lbl" xml:lang="en-US" id="id_178387_508780_6_1">Total liabilities and stockholders' equity</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesAndStockholdersEquity" xlink:to="us-gaap_LiabilitiesAndStockholdersEquity_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LiabilitiesAndStockholdersEquityAbstract" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl" xml:lang="en-US" id="id_178387_501524_1_1">Liabilities And Stockholders Equity [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl" xml:lang="en-US" id="id_178387_501524_2_1">LIABILITIES AND STOCKHOLDERS' EQUITY</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesAndStockholdersEquityAbstract" xlink:to="us-gaap_LiabilitiesAndStockholdersEquityAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LiabilitiesCurrent" xlink:label="us-gaap_LiabilitiesCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesCurrent_lbl" xml:lang="en-US" id="id_178387_511950_1_1">Liabilities Current</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LiabilitiesCurrent_lbl" xml:lang="en-US" id="id_178387_511950_6_1">Total current liabilities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrent" xlink:to="us-gaap_LiabilitiesCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LiabilitiesCurrentAbstract" xlink:label="us-gaap_LiabilitiesCurrentAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LiabilitiesCurrentAbstract_lbl" xml:lang="en-US" id="id_178387_510138_1_1">Liabilities Current [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LiabilitiesCurrentAbstract_lbl" xml:lang="en-US" id="id_178387_510138_2_1">Current liabilities:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LiabilitiesCurrentAbstract" xlink:to="us-gaap_LiabilitiesCurrentAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_LicenseAgreementTerm" xlink:label="amzn_LicenseAgreementTerm"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_LicenseAgreementTerm_lbl" xml:lang="en-US" id="id_178387_600405_3_1">License Agreement Term</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_LicenseAgreementTerm_lbl" xml:lang="en-US" id="id_178387_600405_1_1">License Agreement Term</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_LicenseAgreementTerm_lbl" xml:lang="en-US" id="id_178387_600405_2_1">Digital video content licensing agreements term</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_LicenseAgreementTerm" xlink:to="amzn_LicenseAgreementTerm_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_LivingSocialMember" xlink:label="amzn_LivingSocialMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_LivingSocialMember_lbl" xml:lang="en-US" id="id_178387_537028_3_1">Living Social [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_LivingSocialMember_lbl" xml:lang="en-US" id="id_178387_537028_1_1">Living Social [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_LivingSocialMember_lbl" xml:lang="en-US" id="id_178387_537028_2_1">Living Social</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_LivingSocialMember" xlink:to="amzn_LivingSocialMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebt" xlink:label="us-gaap_LongTermDebt"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebt_lbl" xml:lang="en-US" id="id_178387_509175_1_1">Long Term Debt</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebt_lbl" xml:lang="en-US" id="id_178387_509175_2_1">Long-term debt</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_LongTermDebt_lbl" xml:lang="en-US" id="id_178387_509175_6_1">Long-term debt</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebt" xlink:to="us-gaap_LongTermDebt_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtCurrent" xlink:label="us-gaap_LongTermDebtCurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtCurrent_lbl" xml:lang="en-US" id="id_178387_514137_1_1">Long Term Debt Current</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_LongTermDebtCurrent_lbl" xml:lang="en-US" id="id_178387_514137_8_1">Less current portion of long-term debt</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtCurrent" xlink:to="us-gaap_LongTermDebtCurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtFairValue" xlink:label="us-gaap_LongTermDebtFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtFairValue_lbl" xml:lang="en-US" id="id_178387_503233_1_1">Long Term Debt Fair Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebtFairValue_lbl" xml:lang="en-US" id="id_178387_503233_2_1">Total estimated fair value of notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtFairValue" xlink:to="us-gaap_LongTermDebtFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive_lbl" xml:lang="en-US" id="id_178387_513672_1_1">Long Term Debt Maturities Repayments Of Principal After Year Five</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive_lbl" xml:lang="en-US" id="id_178387_513672_2_1">Thereafter</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive" xlink:to="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalAfterYearFive_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInNextTwelveMonths" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInNextTwelveMonths"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInNextTwelveMonths_lbl" xml:lang="en-US" id="id_178387_498498_1_1">Long Term Debt Maturities Repayments Of Principal In Next Twelve Months</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInNextTwelveMonths_lbl" xml:lang="en-US" id="id_178387_498498_2_1">2013</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInNextTwelveMonths" xlink:to="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInNextTwelveMonths_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFive" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFive"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFive_lbl" xml:lang="en-US" id="id_178387_502284_1_1">Long Term Debt Maturities Repayments Of Principal In Year Five</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFive_lbl" xml:lang="en-US" id="id_178387_502284_2_1">2017</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFive" xlink:to="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFive_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFour" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFour"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFour_lbl" xml:lang="en-US" id="id_178387_512846_1_1">Long Term Debt Maturities Repayments Of Principal In Year Four</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFour_lbl" xml:lang="en-US" id="id_178387_512846_2_1">2016</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFour" xlink:to="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearFour_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree_lbl" xml:lang="en-US" id="id_178387_500380_1_1">Long Term Debt Maturities Repayments Of Principal In Year Three</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree_lbl" xml:lang="en-US" id="id_178387_500380_2_1">2015</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree" xlink:to="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearThree_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo_lbl" xml:lang="en-US" id="id_178387_510561_1_1">Long Term Debt Maturities Repayments Of Principal In Year Two</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo_lbl" xml:lang="en-US" id="id_178387_510561_2_1">2014</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo" xlink:to="us-gaap_LongTermDebtMaturitiesRepaymentsOfPrincipalInYearTwo_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_LongTermDebtMaturitiesRepaymentsOfPrincipalLineItems" xlink:label="amzn_LongTermDebtMaturitiesRepaymentsOfPrincipalLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_LongTermDebtMaturitiesRepaymentsOfPrincipalLineItems_lbl" xml:lang="en-US" id="id_178387_518919_3_1">Long Term Debt Maturities Repayments Of Principal [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_LongTermDebtMaturitiesRepaymentsOfPrincipalLineItems_lbl" xml:lang="en-US" id="id_178387_518919_1_1">Long Term Debt Maturities Repayments Of Principal [Line Items]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MarketableSecuritiesRealizedGainLoss_lbl" xml:lang="en-US" id="id_178387_509908_1_1">Marketable Securities Realized Gain Loss</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MarketableSecuritiesRealizedGainLoss_lbl" xml:lang="en-US" id="id_178387_509908_2_1">Marketable Securities realized gain (loss)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MarketableSecuritiesRealizedGainLoss" xlink:to="us-gaap_MarketableSecuritiesRealizedGainLoss_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_MarketingAndAdvertisingExpense" xlink:label="us-gaap_MarketingAndAdvertisingExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MarketingAndAdvertisingExpense_lbl" xml:lang="en-US" id="id_178387_513167_1_1">Marketing And Advertising Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MarketingAndAdvertisingExpense_lbl" xml:lang="en-US" id="id_178387_513167_2_1">Advertising and other promotional costs</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MarketingAndAdvertisingExpense" xlink:to="us-gaap_MarketingAndAdvertisingExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_MarketingExpense" xlink:label="us-gaap_MarketingExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MarketingExpense_lbl" xml:lang="en-US" id="id_178387_505923_1_1">Marketing Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MarketingExpense_lbl" xml:lang="en-US" id="id_178387_505923_2_1">Marketing</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MarketingExpense" xlink:to="us-gaap_MarketingExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_MarketingExpenseMember" xlink:label="us-gaap_MarketingExpenseMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MarketingExpenseMember_lbl" xml:lang="en-US" id="id_178387_505639_1_1">Marketing Expense [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MarketingExpenseMember_lbl" xml:lang="en-US" id="id_178387_505639_2_1">Marketing</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MarketingExpenseMember" xlink:to="us-gaap_MarketingExpenseMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_MarketingRelatedMember" xlink:label="amzn_MarketingRelatedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_MarketingRelatedMember_lbl" xml:lang="en-US" id="id_178387_533490_3_1">Marketing related [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_MarketingRelatedMember_lbl" xml:lang="en-US" id="id_178387_533490_1_1">Marketing Related [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_MarketingRelatedMember_lbl" xml:lang="en-US" id="id_178387_533490_2_1">Marketing-related</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_MarketingRelatedMember" xlink:to="amzn_MarketingRelatedMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_MaximumMember" xlink:label="us-gaap_MaximumMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MaximumMember_lbl" xml:lang="en-US" id="id_178387_514053_1_1">Maximum [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MaximumMember_lbl" xml:lang="en-US" id="id_178387_514053_2_1">Maximum</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MaximumMember" xlink:to="us-gaap_MaximumMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_MediaMember" xlink:label="amzn_MediaMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_MediaMember_lbl" xml:lang="en-US" id="id_178387_536110_3_1">Media [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_MediaMember_lbl" xml:lang="en-US" id="id_178387_536110_1_1">Media [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_MediaMember_lbl" xml:lang="en-US" id="id_178387_536110_2_1">Media</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_MediaMember" xlink:to="amzn_MediaMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_MinimumMember" xlink:label="us-gaap_MinimumMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MinimumMember_lbl" xml:lang="en-US" id="id_178387_513639_1_1">Minimum [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MinimumMember_lbl" xml:lang="en-US" id="id_178387_513639_2_1">Minimum</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MinimumMember" xlink:to="us-gaap_MinimumMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_MoneyMarketFundsMember" xlink:label="us-gaap_MoneyMarketFundsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_MoneyMarketFundsMember_lbl" xml:lang="en-US" id="id_178387_503498_1_1">Money Market Funds [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_MoneyMarketFundsMember_lbl" xml:lang="en-US" id="id_178387_503498_2_1">Money market funds</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_MoneyMarketFundsMember" xlink:to="us-gaap_MoneyMarketFundsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NatureOfOperations" xlink:label="us-gaap_NatureOfOperations"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NatureOfOperations_lbl" xml:lang="en-US" id="id_178387_507836_1_1">Nature Of Operations</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NatureOfOperations_lbl" xml:lang="en-US" id="id_178387_507836_2_1">Description of Business</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NatureOfOperations" xlink:to="us-gaap_NatureOfOperations_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NetCashProvidedByUsedInFinancingActivities" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivities_lbl" xml:lang="en-US" id="id_178387_508099_1_1">Net Cash Provided By Used In Financing Activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivities_lbl" xml:lang="en-US" id="id_178387_508099_6_1">Net cash provided by (used in) financing activities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInFinancingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInFinancingActivities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_503174_1_1">Net Cash Provided By Used In Financing Activities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_503174_2_1">FINANCING ACTIVITIES:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInFinancingActivitiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NetCashProvidedByUsedInInvestingActivities" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivities_lbl" xml:lang="en-US" id="id_178387_504277_1_1">Net Cash Provided By Used In Investing Activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivities_lbl" xml:lang="en-US" id="id_178387_504277_6_1">Net cash provided by (used in) investing activities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInInvestingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInInvestingActivities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_501589_1_1">Net Cash Provided By Used In Investing Activities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_501589_2_1">INVESTING ACTIVITIES:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInInvestingActivitiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl" xml:lang="en-US" id="id_178387_504077_1_1">Net Cash Provided By Used In Operating Activities</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl" xml:lang="en-US" id="id_178387_504077_6_1">Net cash provided by (used in) operating activities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInOperatingActivities" xlink:to="us-gaap_NetCashProvidedByUsedInOperatingActivities_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_505595_1_1">Net Cash Provided By Used In Operating Activities [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl" xml:lang="en-US" id="id_178387_505595_2_1">OPERATING ACTIVITIES:</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract" xlink:to="us-gaap_NetCashProvidedByUsedInOperatingActivitiesAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NetIncomeLoss" xlink:label="us-gaap_NetIncomeLoss"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NetIncomeLoss_lbl" xml:lang="en-US" id="id_178387_513055_1_1">Net Income Loss</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NetIncomeLoss_lbl" xml:lang="en-US" id="id_178387_513055_2_1">Net income</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NetIncomeLoss_lbl" xml:lang="en-US" id="id_178387_513055_6_1">Net income (loss)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NetIncomeLoss_lbl" xml:lang="en-US" id="id_178387_513055_12_1">Net income (loss)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NetIncomeLoss" xlink:to="us-gaap_NetIncomeLoss_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NetworkEquipmentMember" xlink:label="amzn_NetworkEquipmentMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NetworkEquipmentMember_lbl" xml:lang="en-US" id="id_178387_653230_3_1">Network Equipment [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NetworkEquipmentMember_lbl" xml:lang="en-US" id="id_178387_653230_1_1">Network Equipment [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NetworkEquipmentMember_lbl" xml:lang="en-US" id="id_178387_653230_2_1">Network Equipment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NetworkEquipmentMember" xlink:to="amzn_NetworkEquipmentMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock" xlink:label="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_501938_1_1">New Accounting Pronouncements Policy Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_501938_2_1">Recent Accounting Pronouncements</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock" xlink:to="us-gaap_NewAccountingPronouncementsPolicyPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NoExpirationDateMember" xlink:label="amzn_NoExpirationDateMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NoExpirationDateMember_lbl" xml:lang="en-US" id="id_178387_534744_3_1">No Expiration Date [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NoExpirationDateMember_lbl" xml:lang="en-US" id="id_178387_534744_1_1">No Expiration Date [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NoExpirationDateMember_lbl" xml:lang="en-US" id="id_178387_534744_2_1">Certificate without an expiration date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NoExpirationDateMember" xlink:to="amzn_NoExpirationDateMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1" xlink:label="us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1_lbl" xml:lang="en-US" id="id_178387_510849_1_1">Noncash Or Part Noncash Acquisition Fixed Assets Acquired 1</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1_lbl" xml:lang="en-US" id="id_178387_510849_2_1">Property and equipment acquired</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1" xlink:to="us-gaap_NoncashOrPartNoncashAcquisitionFixedAssetsAcquired1_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NonoperatingIncomeExpense" xlink:label="us-gaap_NonoperatingIncomeExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_178387_513079_1_1">Nonoperating Income Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_178387_513079_2_1">Total non-operating income (expense)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_NonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_178387_513079_6_1">Total non-operating income (expense)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NonoperatingIncomeExpense" xlink:to="us-gaap_NonoperatingIncomeExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NorthAmericaMember" xlink:label="amzn_NorthAmericaMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NorthAmericaMember_lbl" xml:lang="en-US" id="id_178387_530805_3_1">North America</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NorthAmericaMember_lbl" xml:lang="en-US" id="id_178387_530805_1_1">North America [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NorthAmericaMember_lbl" xml:lang="en-US" id="id_178387_530805_2_1">North America</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NorthAmericaMember" xlink:to="amzn_NorthAmericaMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NumberOfComplaintsFiled" xlink:label="amzn_NumberOfComplaintsFiled"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NumberOfComplaintsFiled_lbl" xml:lang="en-US" id="id_178387_579990_3_1">Number Of Complaints Filed</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NumberOfComplaintsFiled_lbl" xml:lang="en-US" id="id_178387_579990_1_1">Number Of Complaints Filed</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NumberOfComplaintsFiled_lbl" xml:lang="en-US" id="id_178387_579990_2_1">Number of complaints filed</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NumberOfComplaintsFiled" xlink:to="amzn_NumberOfComplaintsFiled_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NumberOfCustomers" xlink:label="amzn_NumberOfCustomers"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NumberOfCustomers_lbl" xml:lang="en-US" id="id_178387_529443_3_1">Number of customers</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NumberOfCustomers_lbl" xml:lang="en-US" id="id_178387_529443_1_1">Number Of Customers</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NumberOfCustomers_lbl" xml:lang="en-US" id="id_178387_529443_2_1">Number of primary customer sets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NumberOfCustomers" xlink:to="amzn_NumberOfCustomers_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_NumberOfOperatingSegments" xlink:label="us-gaap_NumberOfOperatingSegments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_NumberOfOperatingSegments_lbl" xml:lang="en-US" id="id_178387_505781_1_1">Number Of Operating Segments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_NumberOfOperatingSegments_lbl" xml:lang="en-US" id="id_178387_505781_2_1">Number of principal segments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_NumberOfOperatingSegments_lbl" xml:lang="en-US" id="id_178387_505781_12_1">Number of segments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_NumberOfOperatingSegments" xlink:to="us-gaap_NumberOfOperatingSegments_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NumberOfPatentsInfringed" xlink:label="amzn_NumberOfPatentsInfringed"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NumberOfPatentsInfringed_lbl" xml:lang="en-US" id="id_178387_544326_3_1">Number of Patents Infringed</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NumberOfPatentsInfringed_lbl" xml:lang="en-US" id="id_178387_544326_1_1">Number Of Patents Infringed</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NumberOfPatentsInfringed_lbl" xml:lang="en-US" id="id_178387_544326_2_1">Number of patents infringed</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NumberOfPatentsInfringed" xlink:to="amzn_NumberOfPatentsInfringed_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NumberOfPropertiesAcquired" xlink:label="amzn_NumberOfPropertiesAcquired"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NumberOfPropertiesAcquired_lbl" xml:lang="en-US" id="id_178387_529608_3_1">Number Of Properties Acquired</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NumberOfPropertiesAcquired_lbl" xml:lang="en-US" id="id_178387_529608_1_1">Number Of Properties Acquired</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NumberOfPropertiesAcquired_lbl" xml:lang="en-US" id="id_178387_529608_2_1">Number of property and equipment acquired</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NumberOfPropertiesAcquired" xlink:to="amzn_NumberOfPropertiesAcquired_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_NumberOfTranchesOfDebtIssued" xlink:label="amzn_NumberOfTranchesOfDebtIssued"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_NumberOfTranchesOfDebtIssued_lbl" xml:lang="en-US" id="id_178387_609249_3_1">Number Of Tranches Of Debt Issued</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_NumberOfTranchesOfDebtIssued_lbl" xml:lang="en-US" id="id_178387_609249_1_1">Number Of Tranches Of Debt Issued</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_NumberOfTranchesOfDebtIssued_lbl" xml:lang="en-US" id="id_178387_609249_2_1">Number of tranches of debt issued</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_NumberOfTranchesOfDebtIssued" xlink:to="amzn_NumberOfTranchesOfDebtIssued_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OlympicDevelopmentsAgLlcMember" xlink:label="amzn_OlympicDevelopmentsAgLlcMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OlympicDevelopmentsAgLlcMember_lbl" xml:lang="en-US" id="id_178387_617883_3_1">Olympic Developments Ag Llc [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OlympicDevelopmentsAgLlcMember_lbl" xml:lang="en-US" id="id_178387_617883_1_1">Olympic Developments Ag Llc [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OlympicDevelopmentsAgLlcMember_lbl" xml:lang="en-US" id="id_178387_617883_2_1">Olympic Developments AG, LLC</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OlympicDevelopmentsAgLlcMember" xlink:to="amzn_OlympicDevelopmentsAgLlcMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OperatingIncomeLoss" xlink:label="us-gaap_OperatingIncomeLoss"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingIncomeLoss_lbl" xml:lang="en-US" id="id_178387_498863_1_1">Operating Income Loss</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingIncomeLoss_lbl" xml:lang="en-US" id="id_178387_498863_2_1">Income from operations</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_OperatingIncomeLoss_lbl" xml:lang="en-US" id="id_178387_498863_6_1">Income from operations</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingIncomeLoss" xlink:to="us-gaap_OperatingIncomeLoss_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OperatingLeasesMember" xlink:label="amzn_OperatingLeasesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OperatingLeasesMember_lbl" xml:lang="en-US" id="id_178387_532663_3_1">Operating Leases [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OperatingLeasesMember_lbl" xml:lang="en-US" id="id_178387_532663_1_1">Operating Leases [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OperatingLeasesMember_lbl" xml:lang="en-US" id="id_178387_532663_2_1">Operating leases</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OperatingLeasesMember" xlink:to="amzn_OperatingLeasesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OperatingLossAndTaxCreditCarryforwardsAxis" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsAxis_lbl" xml:lang="en-US" id="id_178387_530604_3_1">Operating Loss and Tax Credit Carryforwards [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsAxis_lbl" xml:lang="en-US" id="id_178387_530604_1_1">Operating Loss And Tax Credit Carryforwards [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsAxis_lbl" xml:lang="en-US" id="id_178387_530604_2_1">Operating Loss and Tax Credit Carryforwards [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OperatingLossAndTaxCreditCarryforwardsAxis" xlink:to="amzn_OperatingLossAndTaxCreditCarryforwardsAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OperatingLossAndTaxCreditCarryforwardsDomain" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsDomain_lbl" xml:lang="en-US" id="id_178387_533740_3_1">Operating Loss and Tax Credit Carryforwards [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsDomain_lbl" xml:lang="en-US" id="id_178387_533740_1_1">Operating Loss And Tax Credit Carryforwards [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OperatingLossAndTaxCreditCarryforwardsDomain_lbl" xml:lang="en-US" id="id_178387_533740_2_1">Operating Loss and Tax Credit Carryforwards [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OperatingLossAndTaxCreditCarryforwardsDomain" xlink:to="amzn_OperatingLossAndTaxCreditCarryforwardsDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OperatingLossCarryforwards" xlink:label="us-gaap_OperatingLossCarryforwards"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLossCarryforwards_lbl" xml:lang="en-US" id="id_178387_508515_1_1">Operating Loss Carryforwards</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLossCarryforwards_lbl" xml:lang="en-US" id="id_178387_508515_2_1">Net operating Loss Carryforwards</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLossCarryforwards" xlink:to="us-gaap_OperatingLossCarryforwards_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OperatingLossCarryforwardsExpirationDates" xlink:label="us-gaap_OperatingLossCarryforwardsExpirationDates"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingLossCarryforwardsExpirationDates_lbl" xml:lang="en-US" id="id_178387_512080_1_1">Operating Loss Carryforwards Expiration Dates</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingLossCarryforwardsExpirationDates_lbl" xml:lang="en-US" id="id_178387_512080_2_1">Operating loss carryforwards, expiration date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingLossCarryforwardsExpirationDates" xlink:to="us-gaap_OperatingLossCarryforwardsExpirationDates_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OperatingLossCarryforwardsExpirationYear" xlink:label="amzn_OperatingLossCarryforwardsExpirationYear"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OperatingLossCarryforwardsExpirationYear_lbl" xml:lang="en-US" id="id_178387_529358_3_1">Operating Loss Carryforwards, Expiration Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OperatingLossCarryforwardsExpirationYear_lbl" xml:lang="en-US" id="id_178387_529358_1_1">Operating Loss Carryforwards Expiration Year</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OperatingLossCarryforwardsExpirationYear_lbl" xml:lang="en-US" id="id_178387_529358_2_1">Operating loss carryforwards, beginning expiration date</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OperatingLossCarryforwardsExpirationYear" xlink:to="amzn_OperatingLossCarryforwardsExpirationYear_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OperatingSegmentsMember" xlink:label="us-gaap_OperatingSegmentsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OperatingSegmentsMember_lbl" xml:lang="en-US" id="id_178387_503689_1_1">Operating Segments [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OperatingSegmentsMember_lbl" xml:lang="en-US" id="id_178387_503689_2_1">Operating Segments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OperatingSegmentsMember" xlink:to="us-gaap_OperatingSegmentsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OtherAssetAmortizationPeriod" xlink:label="amzn_OtherAssetAmortizationPeriod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherAssetAmortizationPeriod_lbl" xml:lang="en-US" id="id_178387_679359_3_1">Other Asset Amortization Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherAssetAmortizationPeriod_lbl" xml:lang="en-US" id="id_178387_679359_1_1">Other Asset Amortization Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherAssetAmortizationPeriod_lbl" xml:lang="en-US" id="id_178387_679359_2_1">Digital video content amortization period</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherAssetAmortizationPeriod" xlink:to="amzn_OtherAssetAmortizationPeriod_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OtherAssetsAxis" xlink:label="amzn_OtherAssetsAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherAssetsAxis_lbl" xml:lang="en-US" id="id_178387_589041_3_1">Other Assets [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherAssetsAxis_lbl" xml:lang="en-US" id="id_178387_589041_1_1">Other Assets [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherAssetsAxis_lbl" xml:lang="en-US" id="id_178387_589041_2_1">Other Assets [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherAssetsAxis" xlink:to="amzn_OtherAssetsAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OtherAssetsDomain" xlink:label="amzn_OtherAssetsDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherAssetsDomain_lbl" xml:lang="en-US" id="id_178387_589267_3_1">Other Assets [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherAssetsDomain_lbl" xml:lang="en-US" id="id_178387_589267_1_1">Other Assets [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherAssetsDomain_lbl" xml:lang="en-US" id="id_178387_589267_2_1">Other Assets [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherAssetsDomain" xlink:to="amzn_OtherAssetsDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OtherAssetsNoncurrent" xlink:label="us-gaap_OtherAssetsNoncurrent"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherAssetsNoncurrent_lbl" xml:lang="en-US" id="id_178387_500225_1_1">Other Assets Noncurrent</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherAssetsNoncurrent_lbl" xml:lang="en-US" id="id_178387_500225_2_1">Other assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherAssetsNoncurrent" xlink:to="us-gaap_OtherAssetsNoncurrent_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OtherAssetsPolicyTextBlock" xlink:label="amzn_OtherAssetsPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherAssetsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538620_3_1">Other Assets, Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherAssetsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538620_1_1">Other Assets Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherAssetsPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538620_2_1">Other Assets</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherAssetsPolicyTextBlock" xlink:to="amzn_OtherAssetsPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OtherComprehensiveIncomeAvailableForSaleSecuritiesAdjustmentNetOfTaxPeriodIncreaseDecreaseAbstract" xlink:label="us-gaap_OtherComprehensiveIncomeAvailableForSaleSecuritiesAdjustmentNetOfTaxPeriodIncreaseDecreaseAbstract"/>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OtherComprehensiveIncomeLossReclassificationAdjustmentForSaleOfSecuritiesIncludedInNetIncomeNetOfTax" xlink:label="us-gaap_OtherComprehensiveIncomeLossReclassificationAdjustmentForSaleOfSecuritiesIncludedInNetIncomeNetOfTax"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherComprehensiveIncomeUnrealizedHoldingGainLossOnSecuritiesArisingDuringPeriodNetOfTax_lbl" xml:lang="en-US" id="id_178387_514070_2_1">Unrealized gains (losses), net of tax of $(3), $1, and $(2)</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherCorporateAssetsMember_lbl" xml:lang="en-US" id="id_178387_533488_3_1">Other Corporate Assets [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherCorporateAssetsMember_lbl" xml:lang="en-US" id="id_178387_533488_1_1">Other Corporate Assets [Member]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherLiabilitiesLineItems_lbl" xml:lang="en-US" id="id_178387_518738_1_1">Other Liabilities [Line Items]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherLongTermDebtMember_lbl" xml:lang="en-US" id="id_178387_549427_1_1">Other Long Term Debt [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherLongTermDebtMember_lbl" xml:lang="en-US" id="id_178387_549427_2_1">Other Long Term Debt</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherLongTermDebtMember" xlink:to="amzn_OtherLongTermDebtMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OtherNoncashIncomeExpense" xlink:label="us-gaap_OtherNoncashIncomeExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherNoncashIncomeExpense_lbl" xml:lang="en-US" id="id_178387_498876_1_1">Other Noncash Income Expense</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_OtherNoncashIncomeExpense_lbl" xml:lang="en-US" id="id_178387_498876_8_1">Other expense (income), net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherNoncashIncomeExpense" xlink:to="us-gaap_OtherNoncashIncomeExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OtherNonoperatingIncomeExpense" xlink:label="us-gaap_OtherNonoperatingIncomeExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherNonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_178387_500036_1_1">Other Nonoperating Income Expense</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_OtherNonoperatingIncomeExpense_lbl" xml:lang="en-US" id="id_178387_500036_2_1">Other income (expense), net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherNonoperatingIncomeExpense" xlink:to="us-gaap_OtherNonoperatingIncomeExpense_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OtherNonoperatingIncomeExpensePolicyTextBlock" xlink:label="amzn_OtherNonoperatingIncomeExpensePolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherNonoperatingIncomeExpensePolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538619_3_1">Other Nonoperating Income (Expense), Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherNonoperatingIncomeExpensePolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538619_1_1">Other Nonoperating Income Expense Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherNonoperatingIncomeExpensePolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538619_2_1">Other Income (Expense), Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherNonoperatingIncomeExpensePolicyTextBlock" xlink:to="amzn_OtherNonoperatingIncomeExpensePolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OtherNonRetailMember" xlink:label="amzn_OtherNonRetailMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherNonRetailMember_lbl" xml:lang="en-US" id="id_178387_536112_3_1">Other, Non-Retail [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherNonRetailMember_lbl" xml:lang="en-US" id="id_178387_536112_1_1">Other Non Retail [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherNonRetailMember_lbl" xml:lang="en-US" id="id_178387_536112_2_1">Other</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherNonRetailMember" xlink:to="amzn_OtherNonRetailMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_OtherOperatingIncomeExpenseNet" xlink:label="us-gaap_OtherOperatingIncomeExpenseNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_OtherOperatingIncomeExpenseNet_lbl" xml:lang="en-US" id="id_178387_505628_1_1">Other Operating Income Expense Net</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_OtherOperatingIncomeExpenseNet_lbl" xml:lang="en-US" id="id_178387_505628_8_1">Other operating expense (income), net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_OtherOperatingIncomeExpenseNet" xlink:to="us-gaap_OtherOperatingIncomeExpenseNet_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OtherOperatingIncomeExpensePolicyTextBlock" xlink:label="amzn_OtherOperatingIncomeExpensePolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OtherOperatingIncomeExpensePolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538705_3_1">Other Operating Income (Expense), Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OtherOperatingIncomeExpensePolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538705_1_1">Other Operating Income Expense Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OtherOperatingIncomeExpensePolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538705_2_1">Other Operating Expense (Income), Net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OtherOperatingIncomeExpensePolicyTextBlock" xlink:to="amzn_OtherOperatingIncomeExpensePolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_OutsideUnitedStatesMember" xlink:label="amzn_OutsideUnitedStatesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_OutsideUnitedStatesMember_lbl" xml:lang="en-US" id="id_178387_531284_3_1">Outside United States [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_OutsideUnitedStatesMember_lbl" xml:lang="en-US" id="id_178387_531284_1_1">Outside United States [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_OutsideUnitedStatesMember_lbl" xml:lang="en-US" id="id_178387_531284_2_1">Outside United States</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_OutsideUnitedStatesMember" xlink:to="amzn_OutsideUnitedStatesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ParallelIronLlcMember" xlink:label="amzn_ParallelIronLlcMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ParallelIronLlcMember_lbl" xml:lang="en-US" id="id_178387_599316_3_1">Parallel Iron Llc [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ParallelIronLlcMember_lbl" xml:lang="en-US" id="id_178387_599316_1_1">Parallel Iron Llc [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ParallelIronLlcMember_lbl" xml:lang="en-US" id="id_178387_599316_2_1">Parallel Iron, LLC</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ParallelIronLlcMember" xlink:to="amzn_ParallelIronLlcMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PaymentsForRepurchaseOfCommonStock" xlink:label="us-gaap_PaymentsForRepurchaseOfCommonStock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsForRepurchaseOfCommonStock_lbl" xml:lang="en-US" id="id_178387_503189_1_1">Payments For Repurchase Of Common Stock</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_PaymentsForRepurchaseOfCommonStock_lbl" xml:lang="en-US" id="id_178387_503189_8_1">Common stock repurchased</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsForRepurchaseOfCommonStock" xlink:to="us-gaap_PaymentsForRepurchaseOfCommonStock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PaymentsToAcquireBusinessesAndInterestInAffiliates" xlink:label="us-gaap_PaymentsToAcquireBusinessesAndInterestInAffiliates"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireBusinessesAndInterestInAffiliates_lbl" xml:lang="en-US" id="id_178387_514485_1_1">Payments To Acquire Businesses And Interest In Affiliates</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_PaymentsToAcquireBusinessesAndInterestInAffiliates_lbl" xml:lang="en-US" id="id_178387_514485_8_1">Acquisitions, net of cash acquired, and other</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireBusinessesAndInterestInAffiliates" xlink:to="us-gaap_PaymentsToAcquireBusinessesAndInterestInAffiliates_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PaymentsToAcquireInvestments" xlink:label="us-gaap_PaymentsToAcquireInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquireInvestments_lbl" xml:lang="en-US" id="id_178387_498846_1_1">Payments To Acquire Investments</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_PaymentsToAcquireInvestments_lbl" xml:lang="en-US" id="id_178387_498846_8_1">Purchases of marketable securities and other investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquireInvestments" xlink:to="us-gaap_PaymentsToAcquireInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:label="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_lbl" xml:lang="en-US" id="id_178387_505828_1_1">Payments To Acquire Property Plant And Equipment</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_lbl" xml:lang="en-US" id="id_178387_505828_2_1">Payment to acquire property and equipment</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_lbl" xml:lang="en-US" id="id_178387_505828_8_1">Purchases of property and equipment, including internal-use software and website development</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment" xlink:to="us-gaap_PaymentsToAcquirePropertyPlantAndEquipment_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_PeriodAxis" xlink:label="amzn_PeriodAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_PeriodAxis_lbl" xml:lang="en-US" id="id_178387_530598_3_1">Period [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_PeriodAxis_lbl" xml:lang="en-US" id="id_178387_530598_1_1">Period [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_PeriodAxis_lbl" xml:lang="en-US" id="id_178387_530598_2_1">Period [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_PeriodAxis" xlink:to="amzn_PeriodAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_PeriodDomain" xlink:label="amzn_PeriodDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_PeriodDomain_lbl" xml:lang="en-US" id="id_178387_533947_3_1">Period [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_PeriodDomain_lbl" xml:lang="en-US" id="id_178387_533947_1_1">Period [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_PeriodDomain_lbl" xml:lang="en-US" id="id_178387_533947_2_1">Period [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_PeriodDomain" xlink:to="amzn_PeriodDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_PlaintiffNumberOneMember" xlink:label="amzn_PlaintiffNumberOneMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_PlaintiffNumberOneMember_lbl" xml:lang="en-US" id="id_178387_515721_3_1">Plaintiff 1 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_PlaintiffNumberOneMember_lbl" xml:lang="en-US" id="id_178387_515721_1_1">Plaintiff Number One [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_PlaintiffNumberOneMember_lbl" xml:lang="en-US" id="id_178387_515721_2_1">Positive Technologies Inc.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_PlaintiffNumberOneMember" xlink:to="amzn_PlaintiffNumberOneMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_PlaintiffsMember" xlink:label="amzn_PlaintiffsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_PlaintiffsMember_lbl" xml:lang="en-US" id="id_178387_547487_3_1">Plaintiffs [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_PlaintiffsMember_lbl" xml:lang="en-US" id="id_178387_547487_1_1">Plaintiffs [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_PlaintiffsMember_lbl" xml:lang="en-US" id="id_178387_547487_2_1">Nazomi Communications, Inc.</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_PlaintiffsMember" xlink:to="amzn_PlaintiffsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PreferredStockParOrStatedValuePerShare" xlink:label="us-gaap_PreferredStockParOrStatedValuePerShare"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockParOrStatedValuePerShare_lbl" xml:lang="en-US" id="id_178387_508638_1_1">Preferred Stock Par Or Stated Value Per Share</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PreferredStockParOrStatedValuePerShare_lbl" xml:lang="en-US" id="id_178387_508638_2_1">Preferred stock, par value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockParOrStatedValuePerShare" xlink:to="us-gaap_PreferredStockParOrStatedValuePerShare_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PreferredStockSharesAuthorized" xlink:label="us-gaap_PreferredStockSharesAuthorized"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockSharesAuthorized_lbl" xml:lang="en-US" id="id_178387_507083_1_1">Preferred Stock Shares Authorized</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PreferredStockSharesAuthorized_lbl" xml:lang="en-US" id="id_178387_507083_2_1">Preferred Stock, authorized shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesAuthorized" xlink:to="us-gaap_PreferredStockSharesAuthorized_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PreferredStockSharesIssued" xlink:label="us-gaap_PreferredStockSharesIssued"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockSharesIssued_lbl" xml:lang="en-US" id="id_178387_513613_1_1">Preferred Stock Shares Issued</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PreferredStockSharesIssued_lbl" xml:lang="en-US" id="id_178387_513613_2_1">Preferred stock, Issued shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesIssued" xlink:to="us-gaap_PreferredStockSharesIssued_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PreferredStockSharesOutstanding" xlink:label="us-gaap_PreferredStockSharesOutstanding"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockSharesOutstanding_lbl" xml:lang="en-US" id="id_178387_513494_1_1">Preferred Stock Shares Outstanding</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PreferredStockSharesOutstanding_lbl" xml:lang="en-US" id="id_178387_513494_2_1">Preferred stock, outstanding shares</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockSharesOutstanding" xlink:to="us-gaap_PreferredStockSharesOutstanding_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PreferredStockValue" xlink:label="us-gaap_PreferredStockValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PreferredStockValue_lbl" xml:lang="en-US" id="id_178387_513620_1_1">Preferred Stock Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PreferredStockValue_lbl" xml:lang="en-US" id="id_178387_513620_2_1">Preferred stock, $0.01 par value: Authorized shares - 500 Issued and outstanding shares - none</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PreferredStockValue" xlink:to="us-gaap_PreferredStockValue_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_PrejudgmentInterestMember" xlink:label="amzn_PrejudgmentInterestMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_PrejudgmentInterestMember_lbl" xml:lang="en-US" id="id_178387_549110_3_1">Prejudgment Interest [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_PrejudgmentInterestMember_lbl" xml:lang="en-US" id="id_178387_549110_1_1">Prejudgment Interest [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_PrejudgmentInterestMember_lbl" xml:lang="en-US" id="id_178387_549110_2_1">Prejudgment Interest</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_PrejudgmentInterestMember" xlink:to="amzn_PrejudgmentInterestMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ProceedsFromRepaymentsOfLongTermDebtAndCapitalSecurities" xlink:label="us-gaap_ProceedsFromRepaymentsOfLongTermDebtAndCapitalSecurities"/>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ProceedsFromSaleMaturityAndCollectionsOfInvestments" xlink:label="us-gaap_ProceedsFromSaleMaturityAndCollectionsOfInvestments"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProceedsFromSaleMaturityAndCollectionsOfInvestments_lbl" xml:lang="en-US" id="id_178387_511046_1_1">Proceeds From Sale Maturity And Collections Of Investments</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProceedsFromSaleMaturityAndCollectionsOfInvestments_lbl" xml:lang="en-US" id="id_178387_511046_2_1">Sales and maturities of marketable securities and other investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProceedsFromSaleMaturityAndCollectionsOfInvestments" xlink:to="us-gaap_ProceedsFromSaleMaturityAndCollectionsOfInvestments_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ProductOrServiceAxis" xlink:label="us-gaap_ProductOrServiceAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProductOrServiceAxis_lbl" xml:lang="en-US" id="id_178387_510496_1_1">Product Or Service [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProductOrServiceAxis_lbl" xml:lang="en-US" id="id_178387_510496_2_1">Products and Services [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProductOrServiceAxis" xlink:to="us-gaap_ProductOrServiceAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ProductsAndServicesDomain" xlink:label="us-gaap_ProductsAndServicesDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ProductsAndServicesDomain_lbl" xml:lang="en-US" id="id_178387_509457_1_1">Products And Services [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ProductsAndServicesDomain_lbl" xml:lang="en-US" id="id_178387_509457_2_1">Products and Services [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ProductsAndServicesDomain" xlink:to="us-gaap_ProductsAndServicesDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentAdditions" xlink:label="us-gaap_PropertyPlantAndEquipmentAdditions"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentAdditions_lbl" xml:lang="en-US" id="id_178387_511437_1_1">Property Plant And Equipment Additions</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentAdditions_lbl" xml:lang="en-US" id="id_178387_511437_2_1">Total property and equipment additions</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentAdditions" xlink:to="us-gaap_PropertyPlantAndEquipmentAdditions_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentByTypeAxis" xlink:label="us-gaap_PropertyPlantAndEquipmentByTypeAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentByTypeAxis_lbl" xml:lang="en-US" id="id_178387_510903_1_1">Property Plant And Equipment By Type [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentByTypeAxis_lbl" xml:lang="en-US" id="id_178387_510903_2_1">Property, Plant and Equipment, Type [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentByTypeAxis" xlink:to="us-gaap_PropertyPlantAndEquipmentByTypeAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:label="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_508779_1_1">Property Plant And Equipment Disclosure [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_508779_2_1">PROPERTY AND EQUIPMENT</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock" xlink:to="us-gaap_PropertyPlantAndEquipmentDisclosureTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentEstimatedUsefulLives" xlink:label="us-gaap_PropertyPlantAndEquipmentEstimatedUsefulLives"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentEstimatedUsefulLives_lbl" xml:lang="en-US" id="id_178387_508204_1_1">Property Plant And Equipment Estimated Useful Lives</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentEstimatedUsefulLives_lbl" xml:lang="en-US" id="id_178387_508204_2_1">Estimated useful lives of assets description</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentEstimatedUsefulLives" xlink:to="us-gaap_PropertyPlantAndEquipmentEstimatedUsefulLives_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentGross" xlink:label="us-gaap_PropertyPlantAndEquipmentGross"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentGross_lbl" xml:lang="en-US" id="id_178387_498887_1_1">Property Plant And Equipment Gross</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentGross_lbl" xml:lang="en-US" id="id_178387_498887_2_1">Gross Property and Equipment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentGross" xlink:to="us-gaap_PropertyPlantAndEquipmentGross_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentLineItems" xlink:label="us-gaap_PropertyPlantAndEquipmentLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentLineItems_lbl" xml:lang="en-US" id="id_178387_502948_1_1">Property Plant And Equipment [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentLineItems_lbl" xml:lang="en-US" id="id_178387_502948_2_1">Property, Plant and Equipment [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentLineItems" xlink:to="us-gaap_PropertyPlantAndEquipmentLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_PropertyPlantAndEquipmentMember" xlink:label="amzn_PropertyPlantAndEquipmentMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_PropertyPlantAndEquipmentMember_lbl" xml:lang="en-US" id="id_178387_532427_3_1">Property Plant and Equipment [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_PropertyPlantAndEquipmentMember_lbl" xml:lang="en-US" id="id_178387_532427_1_1">Property Plant And Equipment [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_PropertyPlantAndEquipmentMember_lbl" xml:lang="en-US" id="id_178387_532427_2_1">Property Plant and Equipment</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_PropertyPlantAndEquipmentMember" xlink:to="amzn_PropertyPlantAndEquipmentMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentNet" xlink:label="us-gaap_PropertyPlantAndEquipmentNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentNet_lbl" xml:lang="en-US" id="id_178387_514011_1_1">Property Plant And Equipment Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentNet_lbl" xml:lang="en-US" id="id_178387_514011_2_1">Property and equipment, net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentNet_lbl" xml:lang="en-US" id="id_178387_514011_6_1">Total property and equipment, net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentNet" xlink:to="us-gaap_PropertyPlantAndEquipmentNet_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:label="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_500839_1_1">Property Plant And Equipment Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_500839_2_1">Property and Equipment, net</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock" xlink:to="us-gaap_PropertyPlantAndEquipmentPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentTextBlock" xlink:label="us-gaap_PropertyPlantAndEquipmentTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentTextBlock_lbl" xml:lang="en-US" id="id_178387_504415_1_1">Property Plant And Equipment [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentTextBlock_lbl" xml:lang="en-US" id="id_178387_504415_2_1">Property and Equipment at Cost</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentTextBlock" xlink:to="us-gaap_PropertyPlantAndEquipmentTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:label="us-gaap_PropertyPlantAndEquipmentTypeDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentTypeDomain_lbl" xml:lang="en-US" id="id_178387_502590_1_1">Property Plant And Equipment Type [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentTypeDomain_lbl" xml:lang="en-US" id="id_178387_502590_2_1">Property, Plant and Equipment, Type [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentTypeDomain" xlink:to="us-gaap_PropertyPlantAndEquipmentTypeDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl" xml:lang="en-US" id="id_178387_498488_1_1">Property Plant And Equipment Useful Life</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl" xml:lang="en-US" id="id_178387_498488_2_1">Estimated useful lives of assets</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/verboseLabel" xlink:label="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl" xml:lang="en-US" id="id_178387_498488_12_1">Property and equipment, estimated useful lives</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_PropertyPlantAndEquipmentUsefulLife" xlink:to="us-gaap_PropertyPlantAndEquipmentUsefulLife_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_QuarterlyFinancialInformationTextBlock" xlink:label="us-gaap_QuarterlyFinancialInformationTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_QuarterlyFinancialInformationTextBlock_lbl" xml:lang="en-US" id="id_178387_510615_1_1">Quarterly Financial Information [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_QuarterlyFinancialInformationTextBlock_lbl" xml:lang="en-US" id="id_178387_510615_2_1">QUARTERLY RESULTS (UNAUDITED)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_QuarterlyFinancialInformationTextBlock" xlink:to="us-gaap_QuarterlyFinancialInformationTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_RangeAxis" xlink:label="us-gaap_RangeAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RangeAxis_lbl" xml:lang="en-US" id="id_178387_504957_1_1">Range [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RangeAxis_lbl" xml:lang="en-US" id="id_178387_504957_2_1">Range [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RangeAxis" xlink:to="us-gaap_RangeAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_RangeMember" xlink:label="us-gaap_RangeMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RangeMember_lbl" xml:lang="en-US" id="id_178387_498452_1_1">Range [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RangeMember_lbl" xml:lang="en-US" id="id_178387_498452_2_1">Range [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RangeMember" xlink:to="us-gaap_RangeMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_RealizedGainLossOnInvestmentsTableTextBlock" xlink:label="us-gaap_RealizedGainLossOnInvestmentsTableTextBlock"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RealizedGainLossOnInvestmentsTableTextBlock_lbl" xml:lang="en-US" id="id_178387_507880_2_1">Realized Gain (Loss) on Investments</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RealizedGainLossOnInvestmentsTableTextBlock" xlink:to="us-gaap_RealizedGainLossOnInvestmentsTableTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ReceivablesPolicyTextBlock" xlink:label="us-gaap_ReceivablesPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReceivablesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_506507_1_1">Receivables Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ReceivablesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_506507_2_1">Accounts Receivable, Net, and Other</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReceivablesPolicyTextBlock" xlink:to="us-gaap_ReceivablesPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ReceivableTypeDomain" xlink:label="us-gaap_ReceivableTypeDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReceivableTypeDomain_lbl" xml:lang="en-US" id="id_178387_507317_1_1">Receivable Type [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ReceivableTypeDomain_lbl" xml:lang="en-US" id="id_178387_507317_2_1">Receivable Type [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReceivableTypeDomain" xlink:to="us-gaap_ReceivableTypeDomain_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfDepreciationBySegmentLineItems_lbl" xml:lang="en-US" id="id_178387_518740_2_1">Reconciliation of Depreciation by Segment [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfDepreciationBySegmentLineItems" xlink:to="amzn_ReconciliationOfDepreciationBySegmentLineItems_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ReconciliationOfDepreciationBySegmentTable_lbl" xml:lang="en-US" id="id_178387_542034_3_1">Reconciliation of Depreciation by Segment [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ReconciliationOfDepreciationBySegmentTable_lbl" xml:lang="en-US" id="id_178387_542034_1_1">Reconciliation Of Depreciation By Segment [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfDepreciationBySegmentTable_lbl" xml:lang="en-US" id="id_178387_542034_2_1">Reconciliation of Depreciation by Segment [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfDepreciationBySegmentTable" xlink:to="amzn_ReconciliationOfDepreciationBySegmentTable_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfProvisionOfIncomeTaxesLineItems_lbl" xml:lang="en-US" id="id_178387_518730_2_1">Reconciliation of Provision of Income Taxes [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfProvisionOfIncomeTaxesLineItems" xlink:to="amzn_ReconciliationOfProvisionOfIncomeTaxesLineItems_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ReconciliationOfProvisionOfIncomeTaxesTable_lbl" xml:lang="en-US" id="id_178387_541969_3_1">Reconciliation of Provision of Income Taxes [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ReconciliationOfProvisionOfIncomeTaxesTable_lbl" xml:lang="en-US" id="id_178387_541969_1_1">Reconciliation Of Provision Of Income Taxes [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfProvisionOfIncomeTaxesTable_lbl" xml:lang="en-US" id="id_178387_541969_2_1">Reconciliation of Provision of Income Taxes [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfProvisionOfIncomeTaxesTable" xlink:to="amzn_ReconciliationOfProvisionOfIncomeTaxesTable_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ReconciliationOfRestrictedStockActivityLineItems" xlink:label="amzn_ReconciliationOfRestrictedStockActivityLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ReconciliationOfRestrictedStockActivityLineItems_lbl" xml:lang="en-US" id="id_178387_518726_3_1">Reconciliation of Restricted Stock Activity [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ReconciliationOfRestrictedStockActivityLineItems_lbl" xml:lang="en-US" id="id_178387_518726_1_1">Reconciliation Of Restricted Stock Activity [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfRestrictedStockActivityLineItems_lbl" xml:lang="en-US" id="id_178387_518726_2_1">Reconciliation of Restricted Stock Activity [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfRestrictedStockActivityLineItems" xlink:to="amzn_ReconciliationOfRestrictedStockActivityLineItems_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ReconciliationOfRestrictedStockActivityTable_lbl" xml:lang="en-US" id="id_178387_541737_3_1">Reconciliation of Restricted Stock Activity [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ReconciliationOfRestrictedStockActivityTable_lbl" xml:lang="en-US" id="id_178387_541737_1_1">Reconciliation Of Restricted Stock Activity [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfRestrictedStockActivityTable_lbl" xml:lang="en-US" id="id_178387_541737_2_1">Reconciliation of Restricted Stock Activity [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfRestrictedStockActivityTable" xlink:to="amzn_ReconciliationOfRestrictedStockActivityTable_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ReconciliationOfRevenueFromSegmentsToConsolidatedTable_lbl" xml:lang="en-US" id="id_178387_503563_1_1">Reconciliation Of Revenue From Segments To Consolidated [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ReconciliationOfRevenueFromSegmentsToConsolidatedTable_lbl" xml:lang="en-US" id="id_178387_503563_2_1">Reconciliation of Revenue from Segments to Consolidated [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ReconciliationOfRevenueFromSegmentsToConsolidatedTable" xlink:to="us-gaap_ReconciliationOfRevenueFromSegmentsToConsolidatedTable_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ReconciliationOfStatutoryFederalTaxRateLineItems" xlink:label="amzn_ReconciliationOfStatutoryFederalTaxRateLineItems"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ReconciliationOfStatutoryFederalTaxRateLineItems_lbl" xml:lang="en-US" id="id_178387_518732_1_1">Reconciliation Of Statutory Federal Tax Rate [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfStatutoryFederalTaxRateLineItems_lbl" xml:lang="en-US" id="id_178387_518732_2_1">Reconciliation of Statutory Federal Tax Rate [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfStatutoryFederalTaxRateLineItems" xlink:to="amzn_ReconciliationOfStatutoryFederalTaxRateLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ReconciliationOfStatutoryFederalTaxRateTable" xlink:label="amzn_ReconciliationOfStatutoryFederalTaxRateTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ReconciliationOfStatutoryFederalTaxRateTable_lbl" xml:lang="en-US" id="id_178387_541971_3_1">Reconciliation of Statutory Federal Tax Rate [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ReconciliationOfStatutoryFederalTaxRateTable_lbl" xml:lang="en-US" id="id_178387_541971_1_1">Reconciliation Of Statutory Federal Tax Rate [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReconciliationOfStatutoryFederalTaxRateTable_lbl" xml:lang="en-US" id="id_178387_541971_2_1">Reconciliation of Statutory Federal Tax Rate [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReconciliationOfStatutoryFederalTaxRateTable" xlink:to="amzn_ReconciliationOfStatutoryFederalTaxRateTable_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_RegionReportingInformationByRegionAxis" xlink:label="amzn_RegionReportingInformationByRegionAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_RegionReportingInformationByRegionAxis_lbl" xml:lang="en-US" id="id_178387_530514_3_1">Disclosure of profit or loss, total assets for each reportable region, and a description of the types of products and services for each reportable region.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_RegionReportingInformationByRegionAxis_lbl" xml:lang="en-US" id="id_178387_530514_1_1">Region Reporting Information By Region [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_RegionReportingInformationByRegionAxis_lbl" xml:lang="en-US" id="id_178387_530514_2_1">Region Reporting Information, by Region [Axis]</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_RepaymentsOfLongTermDebtAndCapitalSecurities" xlink:label="us-gaap_RepaymentsOfLongTermDebtAndCapitalSecurities"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RepaymentsOfLongTermDebtAndCapitalSecurities_lbl" xml:lang="en-US" id="id_178387_506691_1_1">Repayments Of Long Term Debt And Capital Securities</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_RepaymentsOfLongTermDebtAndCapitalSecurities_lbl" xml:lang="en-US" id="id_178387_506691_8_1">Repayments of long-term debt, capital lease, and finance lease obligations</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ReportingRegionDomain_lbl" xml:lang="en-US" id="id_178387_530795_3_1">A regional component of an entity for which there is an accounting requirement to report separate financial information on that component in the entity's financial statements.</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ReportingRegionDomain_lbl" xml:lang="en-US" id="id_178387_530795_2_1">Reporting Region [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ReportingRegionDomain" xlink:to="amzn_ReportingRegionDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_RestrictedCashCashEquivalentsAndMarketableSecuritiesMember" xlink:label="amzn_RestrictedCashCashEquivalentsAndMarketableSecuritiesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_RestrictedCashCashEquivalentsAndMarketableSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_546038_3_1">Restricted Cash, Cash Equivalents and Marketable Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_RestrictedCashCashEquivalentsAndMarketableSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_546038_1_1">Restricted Cash Cash Equivalents And Marketable Securities [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_RestrictedCashCashEquivalentsAndMarketableSecuritiesMember_lbl" xml:lang="en-US" id="id_178387_546038_2_1">Restricted Cash, Cash Equivalents and Marketable Securities</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_RestrictedCashCashEquivalentsAndMarketableSecuritiesMember" xlink:to="amzn_RestrictedCashCashEquivalentsAndMarketableSecuritiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_RestrictedStockUnitsRSUMember" xlink:label="us-gaap_RestrictedStockUnitsRSUMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RestrictedStockUnitsRSUMember_lbl" xml:lang="en-US" id="id_178387_510905_1_1">Restricted Stock Units R S U [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RestrictedStockUnitsRSUMember_lbl" xml:lang="en-US" id="id_178387_510905_2_1">Restricted Stock Units</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RestrictedStockUnitsRSUMember" xlink:to="us-gaap_RestrictedStockUnitsRSUMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_RetainedEarningsAccumulatedDeficit" xlink:label="us-gaap_RetainedEarningsAccumulatedDeficit"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RetainedEarningsAccumulatedDeficit_lbl" xml:lang="en-US" id="id_178387_507557_1_1">Retained Earnings Accumulated Deficit</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RetainedEarningsAccumulatedDeficit_lbl" xml:lang="en-US" id="id_178387_507557_2_1">Retained earnings</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RetainedEarningsAccumulatedDeficit" xlink:to="us-gaap_RetainedEarningsAccumulatedDeficit_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_RetainedEarningsMember" xlink:label="us-gaap_RetainedEarningsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_RetainedEarningsMember_lbl" xml:lang="en-US" id="id_178387_503287_1_1">Retained Earnings [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RetainedEarningsMember_lbl" xml:lang="en-US" id="id_178387_503287_2_1">Retained Earnings</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RetainedEarningsMember" xlink:to="us-gaap_RetainedEarningsMember_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_RevenueRecognitionPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_499343_2_1">Revenue</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_RevenueRecognitionPolicyTextBlock" xlink:to="us-gaap_RevenueRecognitionPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SalesRevenueGoodsNet" xlink:label="us-gaap_SalesRevenueGoodsNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SalesRevenueGoodsNet_lbl" xml:lang="en-US" id="id_178387_499155_1_1">Sales Revenue Goods Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SalesRevenueGoodsNet_lbl" xml:lang="en-US" id="id_178387_499155_2_1">Net product sales</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SalesRevenueGoodsNet" xlink:to="us-gaap_SalesRevenueGoodsNet_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SalesRevenueNet" xlink:label="us-gaap_SalesRevenueNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SalesRevenueNet_lbl" xml:lang="en-US" id="id_178387_507423_1_1">Sales Revenue Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SalesRevenueNet_lbl" xml:lang="en-US" id="id_178387_507423_2_1">Net sales</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/totalLabel" xlink:label="us-gaap_SalesRevenueNet_lbl" xml:lang="en-US" id="id_178387_507423_6_1">Total net sales</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SalesRevenueNet" xlink:to="us-gaap_SalesRevenueNet_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SalesRevenueServicesNet" xlink:label="us-gaap_SalesRevenueServicesNet"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SalesRevenueServicesNet_lbl" xml:lang="en-US" id="id_178387_511374_1_1">Sales Revenue Services Net</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SalesRevenueServicesNet_lbl" xml:lang="en-US" id="id_178387_511374_2_1">Net services sales</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ScheduledVestingYearThree_lbl" xml:lang="en-US" id="id_178387_528577_3_1">Scheduled Vesting Year Three</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ScheduledVestingYearTwo_lbl" xml:lang="en-US" id="id_178387_528576_1_1">Scheduled Vesting Year Two</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ScheduledVestingYearTwo_lbl" xml:lang="en-US" id="id_178387_528576_2_1">2014</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfAcquiredFiniteLivedIntangibleAssetByMajorClassTable_lbl" xml:lang="en-US" id="id_178387_507056_2_1">Schedule of Acquired Finite-Lived Intangible Asset by Major Class [Table]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ScheduleOfBusinessAcquisitionsByAcquisitionTable_lbl" xml:lang="en-US" id="id_178387_502564_2_1">Schedule of Business Acquisitions, by Acquisition [Table]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ScheduleOfBusinessAcquisitionsPurchasePriceAllocationLineItems_lbl" xml:lang="en-US" id="id_178387_518722_1_1">Schedule Of Business Acquisitions Purchase Price Allocation [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ScheduleOfBusinessAcquisitionsPurchasePriceAllocationLineItems_lbl" xml:lang="en-US" id="id_178387_518722_2_1">Schedule of Business Acquisitions, Purchase Price Allocation [Line Items]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ScheduleOfBusinessAcquisitionsPurchasePriceAllocationTable_lbl" xml:lang="en-US" id="id_178387_541661_3_1">Schedule of Business Acquisitions, Purchase Price Allocation [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ScheduleOfBusinessAcquisitionsPurchasePriceAllocationTable_lbl" xml:lang="en-US" id="id_178387_541661_1_1">Schedule Of Business Acquisitions Purchase Price Allocation [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ScheduleOfBusinessAcquisitionsPurchasePriceAllocationTable_lbl" xml:lang="en-US" id="id_178387_541661_2_1">Schedule of Business Acquisitions, Purchase Price Allocation [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ScheduleOfBusinessAcquisitionsPurchasePriceAllocationTable" xlink:to="amzn_ScheduleOfBusinessAcquisitionsPurchasePriceAllocationTable_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ScheduleOfCapitalLeaseObligationsLineItems_lbl" xml:lang="en-US" id="id_178387_518736_3_1">Schedule of Capital Lease Obligations [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ScheduleOfCapitalLeaseObligationsLineItems_lbl" xml:lang="en-US" id="id_178387_518736_1_1">Schedule Of Capital Lease Obligations [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ScheduleOfCapitalLeaseObligationsLineItems_lbl" xml:lang="en-US" id="id_178387_518736_2_1">Schedule of Capital Lease Obligations [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ScheduleOfCapitalLeaseObligationsLineItems" xlink:to="amzn_ScheduleOfCapitalLeaseObligationsLineItems_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ScheduleOfCapitalLeaseObligationsTable_lbl" xml:lang="en-US" id="id_178387_541987_3_1">Schedule of Capital Lease Obligations [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ScheduleOfCapitalLeaseObligationsTable_lbl" xml:lang="en-US" id="id_178387_541987_1_1">Schedule Of Capital Lease Obligations [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ScheduleOfCapitalLeaseObligationsTable_lbl" xml:lang="en-US" id="id_178387_541987_2_1">Schedule of Capital Lease Obligations [Table]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ScheduleOfComponentsOfIncomeBeforeIncomeTaxExpenseBenefitTable_lbl" xml:lang="en-US" id="id_178387_541970_1_1">Schedule Of Components Of Income Before Income Tax Expense Benefit [Table]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_SegmentReportingInformationOperatingExpense_lbl" xml:lang="en-US" id="id_178387_521540_1_1">Segment Reporting Information Operating Expense</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SegmentReportingRevenueReconcilingItemLineItems" xlink:label="us-gaap_SegmentReportingRevenueReconcilingItemLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SegmentReportingRevenueReconcilingItemLineItems_lbl" xml:lang="en-US" id="id_178387_511873_1_1">Segment Reporting Revenue Reconciling Item [Line Items]</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_SellingAndMarketingPolicyTextBlock" xlink:label="amzn_SellingAndMarketingPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_SellingAndMarketingPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538336_3_1">Selling And Marketing, Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_SellingAndMarketingPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538336_1_1">Selling And Marketing Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_SellingAndMarketingPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538336_2_1">Marketing</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SellingGeneralAndAdministrativeExpensesPolicyTextBlock" xlink:label="us-gaap_SellingGeneralAndAdministrativeExpensesPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SellingGeneralAndAdministrativeExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_511175_1_1">Selling General And Administrative Expenses Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SellingGeneralAndAdministrativeExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_511175_2_1">General and Administrative</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SeniorNotesMember" xlink:label="us-gaap_SeniorNotesMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SeniorNotesMember_lbl" xml:lang="en-US" id="id_178387_499032_1_1">Senior Notes [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SeniorNotesMember_lbl" xml:lang="en-US" id="id_178387_499032_2_1">Senior Notes</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SeniorNotesMember" xlink:to="us-gaap_SeniorNotesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_SeniorUnsecuredNotesOnePointTwoPercentDueNovemberTwentyNineTwoThousandSeventeenMember" xlink:label="amzn_SeniorUnsecuredNotesOnePointTwoPercentDueNovemberTwentyNineTwoThousandSeventeenMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_SeniorUnsecuredNotesOnePointTwoPercentDueNovemberTwentyNineTwoThousandSeventeenMember_lbl" xml:lang="en-US" id="id_178387_678441_3_1">Senior Unsecured Notes One Point Two Percent Due November Twenty Nine Two Thousand Seventeen [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_SeniorUnsecuredNotesOnePointTwoPercentDueNovemberTwentyNineTwoThousandSeventeenMember_lbl" xml:lang="en-US" id="id_178387_678441_1_1">Senior Unsecured Notes One Point Two Percent Due November Twenty Nine Two Thousand Seventeen [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_SeniorUnsecuredNotesOnePointTwoPercentDueNovemberTwentyNineTwoThousandSeventeenMember_lbl" xml:lang="en-US" id="id_178387_678441_2_1">1.20% Notes due on November 29, 2017</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_SeniorUnsecuredNotesTwoPointFivePercentDueNovemberTwentyNineTwoThousandTwentyTwoMember" xlink:label="amzn_SeniorUnsecuredNotesTwoPointFivePercentDueNovemberTwentyNineTwoThousandTwentyTwoMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_SeniorUnsecuredNotesTwoPointFivePercentDueNovemberTwentyNineTwoThousandTwentyTwoMember_lbl" xml:lang="en-US" id="id_178387_678442_3_1">Senior Unsecured Notes Two Point Five Percent Due November Twenty Nine Two Thousand Twenty Two [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_SeniorUnsecuredNotesTwoPointFivePercentDueNovemberTwentyNineTwoThousandTwentyTwoMember_lbl" xml:lang="en-US" id="id_178387_678442_1_1">Senior Unsecured Notes Two Point Five Percent Due November Twenty Nine Two Thousand Twenty Two [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_SeniorUnsecuredNotesTwoPointFivePercentDueNovemberTwentyNineTwoThousandTwentyTwoMember_lbl" xml:lang="en-US" id="id_178387_678442_2_1">2.50% Notes due on November 29, 2022</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_SeniorUnsecuredNotesZeroPointSixFivePercentDueNovemberTwentySevenTwoThousandFifteenMember" xlink:label="amzn_SeniorUnsecuredNotesZeroPointSixFivePercentDueNovemberTwentySevenTwoThousandFifteenMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_SeniorUnsecuredNotesZeroPointSixFivePercentDueNovemberTwentySevenTwoThousandFifteenMember_lbl" xml:lang="en-US" id="id_178387_678440_3_1">Senior Unsecured Notes Zero Point Six Five Percent Due November Twenty Seven Two Thousand Fifteen [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_SeniorUnsecuredNotesZeroPointSixFivePercentDueNovemberTwentySevenTwoThousandFifteenMember_lbl" xml:lang="en-US" id="id_178387_678440_1_1">Senior Unsecured Notes Zero Point Six Five Percent Due November Twenty Seven Two Thousand Fifteen [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_SeniorUnsecuredNotesZeroPointSixFivePercentDueNovemberTwentySevenTwoThousandFifteenMember_lbl" xml:lang="en-US" id="id_178387_678440_2_1">0.65% Notes due on November 27, 2015</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SeriesOfIndividuallyImmaterialBusinessAcquisitionsMember" xlink:label="us-gaap_SeriesOfIndividuallyImmaterialBusinessAcquisitionsMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SeriesOfIndividuallyImmaterialBusinessAcquisitionsMember_lbl" xml:lang="en-US" id="id_178387_505306_1_1">Series Of Individually Immaterial Business Acquisitions [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SeriesOfIndividuallyImmaterialBusinessAcquisitionsMember_lbl" xml:lang="en-US" id="id_178387_505306_2_1">Series of Individually Immaterial Business Acquisitions</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SeriesOfIndividuallyImmaterialBusinessAcquisitionsMember" xlink:to="us-gaap_SeriesOfIndividuallyImmaterialBusinessAcquisitionsMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ServersMember" xlink:label="amzn_ServersMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ServersMember_lbl" xml:lang="en-US" id="id_178387_682712_3_1">Servers [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ServersMember_lbl" xml:lang="en-US" id="id_178387_682712_1_1">Servers [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ServersMember_lbl" xml:lang="en-US" id="id_178387_682712_2_1">Servers</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensation" xlink:label="us-gaap_ShareBasedCompensation"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensation_lbl" xml:lang="en-US" id="id_178387_501410_1_1">Share Based Compensation</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensation_lbl" xml:lang="en-US" id="id_178387_501410_2_1">Stock-based compensation</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_ShareBasedCompensation_lbl" xml:lang="en-US" id="id_178387_501410_8_1">Stock-based compensation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensation" xlink:to="us-gaap_ShareBasedCompensation_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract_lbl" xml:lang="en-US" id="id_178387_507244_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Additional Disclosures [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract_lbl" xml:lang="en-US" id="id_178387_507244_2_1">Weighted Average Grant-Date Fair Value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsAdditionalDisclosuresAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsCancelledAndForfeitedInPeriod" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsCancelledAndForfeitedInPeriod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsCancelledAndForfeitedInPeriod_lbl" xml:lang="en-US" id="id_178387_528591_3_1">Share Based Compensation Arrangement by Share Based Payment Award, Equity Instruments Other than Options, Cancelled and Forfeited in Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsCancelledAndForfeitedInPeriod_lbl" xml:lang="en-US" id="id_178387_528591_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Cancelled And Forfeited In Period</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsCancelledAndForfeitedInPeriod_lbl" xml:lang="en-US" id="id_178387_528591_8_1">Units forfeited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsCancelledAndForfeitedInPeriod" xlink:to="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsCancelledAndForfeitedInPeriod_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeituresWeightedAverageGrantDateFairValue" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeituresWeightedAverageGrantDateFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeituresWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_509892_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Forfeitures Weighted Average Grant Date Fair Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeituresWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_509892_2_1">Units forfeited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeituresWeightedAverageGrantDateFairValue" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsForfeituresWeightedAverageGrantDateFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_lbl" xml:lang="en-US" id="id_178387_500719_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Grants In Period</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_lbl" xml:lang="en-US" id="id_178387_500719_2_1">Units granted</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriod_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_507062_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Grants In Period Weighted Average Grant Date Fair Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_507062_2_1">Units granted</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsGrantsInPeriodWeightedAverageGrantDateFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber_lbl" xml:lang="en-US" id="id_178387_510998_5_1">Beginning Balance</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedNumber_lbl"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedRollForward_lbl" xml:lang="en-US" id="id_178387_507412_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Nonvested [Roll Forward]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedRollForward_lbl" xml:lang="en-US" id="id_178387_507412_2_1">Number of units</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_506728_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Nonvested Weighted Average Grant Date Fair Value</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_506728_5_1">Beginning Balance</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsNonvestedWeightedAverageGrantDateFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl" xml:lang="en-US" id="id_178387_505115_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Vested In Period</label>
    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl" xml:lang="en-US" id="id_178387_505115_8_1">Units vested</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriod_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodTotalFairValue" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodTotalFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodTotalFairValue_lbl" xml:lang="en-US" id="id_178387_505819_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Vested In Period Total Fair Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodTotalFairValue_lbl" xml:lang="en-US" id="id_178387_505819_2_1">Restricted stock units that vested, fair value</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodTotalFairValue" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodTotalFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodWeightedAverageGrantDateFairValue" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodWeightedAverageGrantDateFairValue"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_506530_1_1">Share Based Compensation Arrangement By Share Based Payment Award Equity Instruments Other Than Options Vested In Period Weighted Average Grant Date Fair Value</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodWeightedAverageGrantDateFairValue_lbl" xml:lang="en-US" id="id_178387_506530_2_1">Units vested</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodWeightedAverageGrantDateFairValue" xlink:to="us-gaap_ShareBasedCompensationArrangementByShareBasedPaymentAwardEquityInstrumentsOtherThanOptionsVestedInPeriodWeightedAverageGrantDateFairValue_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMaximumVestingPeriodForRestrictedStockAndRestrictedStockUnits" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMaximumVestingPeriodForRestrictedStockAndRestrictedStockUnits"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMaximumVestingPeriodForRestrictedStockAndRestrictedStockUnits_lbl" xml:lang="en-US" id="id_178387_529930_3_1">Share Based Compensation Arrangement By Share Based Payment Award Maximum Vesting Period For Restricted Stock And Restricted Stock Units</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMaximumVestingPeriodForRestrictedStockAndRestrictedStockUnits_lbl" xml:lang="en-US" id="id_178387_529930_1_1">Share Based Compensation Arrangement By Share Based Payment Award Maximum Vesting Period For Restricted Stock And Restricted Stock Units</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMaximumVestingPeriodForRestrictedStockAndRestrictedStockUnits_lbl" xml:lang="en-US" id="id_178387_529930_2_1">Restricted stock unit award service term vesting period (in years), maximum</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMaximumVestingPeriodForRestrictedStockAndRestrictedStockUnits" xlink:to="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMaximumVestingPeriodForRestrictedStockAndRestrictedStockUnits_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMinimumVestingPeriodForRestrictedStockAndRestrictedStockUnits" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMinimumVestingPeriodForRestrictedStockAndRestrictedStockUnits"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMinimumVestingPeriodForRestrictedStockAndRestrictedStockUnits_lbl" xml:lang="en-US" id="id_178387_529931_3_1">Share Based Compensation Arrangement By Share Based Payment Award Minimum Vesting Period For Restricted Stock And Restricted Stock Units</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMinimumVestingPeriodForRestrictedStockAndRestrictedStockUnits_lbl" xml:lang="en-US" id="id_178387_529931_1_1">Share Based Compensation Arrangement By Share Based Payment Award Minimum Vesting Period For Restricted Stock And Restricted Stock Units</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ShareBasedCompensationArrangementByShareBasedPaymentAwardMinimumVestingPeriodForRestrictedStockAndRestrictedStockUnits_lbl" xml:lang="en-US" id="id_178387_529931_2_1">Restricted stock unit award service term vesting period (in years), minimum</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain_lbl" xml:lang="en-US" id="id_178387_499605_2_1">Award Type [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain" xlink:to="us-gaap_ShareBasedCompensationArrangementsByShareBasedPaymentAwardAwardTypeAndPlanNameDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ShareBasedCompensationPolicyTextBlock" xlink:label="amzn_ShareBasedCompensationPolicyTextBlock"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ShareBasedCompensationPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538306_3_1">Share based Compensation, Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ShareBasedCompensationPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538306_1_1">Share Based Compensation Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ShareBasedCompensationPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538306_2_1">Stock-Based Compensation</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ShareBasedCompensationPolicyTextBlock" xlink:to="amzn_ShareBasedCompensationPolicyTextBlock_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareRepurchaseProgramAxis" xlink:label="us-gaap_ShareRepurchaseProgramAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareRepurchaseProgramAxis_lbl" xml:lang="en-US" id="id_178387_502360_1_1">Share Repurchase Program [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareRepurchaseProgramAxis_lbl" xml:lang="en-US" id="id_178387_502360_2_1">Share Repurchase Program [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareRepurchaseProgramAxis" xlink:to="us-gaap_ShareRepurchaseProgramAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_ShareRepurchaseProgramDomain" xlink:label="us-gaap_ShareRepurchaseProgramDomain"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_ShareRepurchaseProgramDomain_lbl" xml:lang="en-US" id="id_178387_501821_1_1">Share Repurchase Program [Domain]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_ShareRepurchaseProgramDomain_lbl" xml:lang="en-US" id="id_178387_501821_2_1">Share Repurchase Program [Domain]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_ShareRepurchaseProgramDomain" xlink:to="us-gaap_ShareRepurchaseProgramDomain_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_ShareRepurchaseProgramTwentyTenMember" xlink:label="amzn_ShareRepurchaseProgramTwentyTenMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_ShareRepurchaseProgramTwentyTenMember_lbl" xml:lang="en-US" id="id_178387_516099_3_1">Share Repurchase Program, 2010 [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_ShareRepurchaseProgramTwentyTenMember_lbl" xml:lang="en-US" id="id_178387_516099_1_1">Share Repurchase Program Twenty Ten [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_ShareRepurchaseProgramTwentyTenMember_lbl" xml:lang="en-US" id="id_178387_516099_2_1">Share Repurchase Program, 2010</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_ShareRepurchaseProgramTwentyTenMember" xlink:to="amzn_ShareRepurchaseProgramTwentyTenMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SharesOutstanding" xlink:label="us-gaap_SharesOutstanding"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SharesOutstanding_lbl" xml:lang="en-US" id="id_178387_507421_1_1">Shares Outstanding</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodEndLabel" xlink:label="us-gaap_SharesOutstanding_lbl" xml:lang="en-US" id="id_178387_507421_4_1">Ending Balance (in shares)</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/periodStartLabel" xlink:label="us-gaap_SharesOutstanding_lbl" xml:lang="en-US" id="id_178387_507421_5_1">Beginning Balance (in shares)</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SharesOutstanding" xlink:to="us-gaap_SharesOutstanding_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_SignificantAccountingPoliciesLineItems" xlink:label="amzn_SignificantAccountingPoliciesLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_SignificantAccountingPoliciesLineItems_lbl" xml:lang="en-US" id="id_178387_518720_3_1">Significant Accounting Policies [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_SignificantAccountingPoliciesLineItems_lbl" xml:lang="en-US" id="id_178387_518720_1_1">Significant Accounting Policies [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_SignificantAccountingPoliciesLineItems_lbl" xml:lang="en-US" id="id_178387_518720_2_1">Significant Accounting Policies [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_SignificantAccountingPoliciesLineItems" xlink:to="amzn_SignificantAccountingPoliciesLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_SignificantAccountingPoliciesTable" xlink:label="amzn_SignificantAccountingPoliciesTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_SignificantAccountingPoliciesTable_lbl" xml:lang="en-US" id="id_178387_541657_3_1">Significant Accounting Policies [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_SignificantAccountingPoliciesTable_lbl" xml:lang="en-US" id="id_178387_541657_1_1">Significant Accounting Policies [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_SignificantAccountingPoliciesTable_lbl" xml:lang="en-US" id="id_178387_541657_2_1">Significant Accounting Policies [Table]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_SignificantAccountingPoliciesTable" xlink:to="amzn_SignificantAccountingPoliciesTable_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SignificantAcquisitionsAndDisposalsByTransactionAxis" xlink:label="us-gaap_SignificantAcquisitionsAndDisposalsByTransactionAxis"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SignificantAcquisitionsAndDisposalsByTransactionAxis_lbl" xml:lang="en-US" id="id_178387_513294_1_1">Significant Acquisitions And Disposals By Transaction [Axis]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SignificantAcquisitionsAndDisposalsByTransactionAxis_lbl" xml:lang="en-US" id="id_178387_513294_2_1">Significant Acquisitions and Disposals by Transaction [Axis]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SignificantAcquisitionsAndDisposalsByTransactionAxis" xlink:to="us-gaap_SignificantAcquisitionsAndDisposalsByTransactionAxis_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SignificantAcquisitionsAndDisposalsLineItems" xlink:label="us-gaap_SignificantAcquisitionsAndDisposalsLineItems"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_SignificantAcquisitionsAndDisposalsLineItems_lbl" xml:lang="en-US" id="id_178387_503637_1_1">Significant Acquisitions And Disposals [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_SignificantAcquisitionsAndDisposalsLineItems_lbl" xml:lang="en-US" id="id_178387_503637_2_1">Significant Acquisitions and Disposals [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_SignificantAcquisitionsAndDisposalsLineItems" xlink:to="us-gaap_SignificantAcquisitionsAndDisposalsLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_SignificantAcquisitionsAndDisposalsTransactionDomain" xlink:label="us-gaap_SignificantAcquisitionsAndDisposalsTransactionDomain"/>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_StatementTable_lbl" xml:lang="en-US" id="id_178387_509593_2_1">Statement [Table]</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_StockBasedCompensationExpenseMember" xlink:label="amzn_StockBasedCompensationExpenseMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_StockBasedCompensationExpenseMember_lbl" xml:lang="en-US" id="id_178387_531300_3_1">Stock Based Compensation Expense [Member]</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockholdersEquityAbstract_lbl" xml:lang="en-US" id="id_178387_498963_1_1">Stockholders Equity [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_StockholdersEquityAbstract_lbl" xml:lang="en-US" id="id_178387_498963_2_1">Stockholders' equity:</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_StockholdersEquityNoteDisclosureTextBlock_lbl" xml:lang="en-US" id="id_178387_498764_2_1">STOCKHOLDERS' EQUITY</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_StockholdersEquityNoteLineItems_lbl" xml:lang="en-US" id="id_178387_518725_3_1">Stockholders Equity Note [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_StockholdersEquityNoteLineItems_lbl" xml:lang="en-US" id="id_178387_518725_1_1">Stockholders Equity Note [Line Items]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_StockholdersEquityNoteLineItems_lbl" xml:lang="en-US" id="id_178387_518725_2_1">Stockholders Equity Note [Line Items]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_StockholdersEquityNoteLineItems" xlink:to="amzn_StockholdersEquityNoteLineItems_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_StockholdersEquityNoteTable" xlink:label="amzn_StockholdersEquityNoteTable"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_StockholdersEquityNoteTable_lbl" xml:lang="en-US" id="id_178387_541735_3_1">Stockholders Equity Note [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_StockholdersEquityNoteTable_lbl" xml:lang="en-US" id="id_178387_541735_1_1">Stockholders Equity Note [Table]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_StockholdersEquityNoteTable_lbl" xml:lang="en-US" id="id_178387_541735_2_1">Stockholders Equity Note [Table]</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_StockIssuedDuringPeriodSharesFourZeroOneKEmployerMatch" xlink:label="amzn_StockIssuedDuringPeriodSharesFourZeroOneKEmployerMatch"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_StockIssuedDuringPeriodSharesFourZeroOneKEmployerMatch_lbl" xml:lang="en-US" id="id_178387_515689_3_1">Number of shares issued during the period to employees as employer's matching contribution to the company's 401(K) plan.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_StockIssuedDuringPeriodSharesFourZeroOneKEmployerMatch_lbl" xml:lang="en-US" id="id_178387_515689_1_1">Stock Issued During Period Shares Four Zero One K Employer Match</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockIssuedDuringPeriodValueStockOptionsExercised_lbl" xml:lang="en-US" id="id_178387_507318_1_1">Stock Issued During Period Value Stock Options Exercised</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_StockIssuedDuringPeriodValueStockOptionsExercised_lbl" xml:lang="en-US" id="id_178387_507318_2_1">Exercise of common stock options</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_StockRepurchasedDuringPeriodShares_lbl" xml:lang="en-US" id="id_178387_508932_1_1">Stock Repurchased During Period Shares</label>
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    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_TechnologyAndContentExpense" xlink:label="amzn_TechnologyAndContentExpense"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_TechnologyAndContentExpense_lbl" xml:lang="en-US" id="id_178387_520033_3_1">Payroll and related expenses for application development, editorial content, merchandising selection, and systems support; and costs associated with computing, storage and telecommunications infrastructure.</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_TechnologyAndContentExpense_lbl" xml:lang="en-US" id="id_178387_520033_1_1">Technology And Content Expense</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_TechnologyAndContentExpenseMember_lbl" xml:lang="en-US" id="id_178387_533018_3_1">Technology and Content Expense [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_TechnologyAndContentExpenseMember_lbl" xml:lang="en-US" id="id_178387_533018_1_1">Technology And Content Expense [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_TechnologyAndContentExpenseMember_lbl" xml:lang="en-US" id="id_178387_533018_2_1">Technology and content</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_TechnologyAndContentExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538617_3_1">Technology and Content Expenses, Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_TechnologyAndContentExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538617_1_1">Technology And Content Expenses Policy [Text Block]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_TechnologyAndContentExpensesPolicyTextBlock_lbl" xml:lang="en-US" id="id_178387_538617_2_1">Technology and Content</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_TechnologyAndContentMember_lbl" xml:lang="en-US" id="id_178387_533493_3_1">Technology and Content [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_TechnologyAndContentMember_lbl" xml:lang="en-US" id="id_178387_533493_1_1">Technology And Content [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_TechnologyAndContentMember_lbl" xml:lang="en-US" id="id_178387_533493_2_1">Technology and content- based</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_TechnologyAndContentMember" xlink:to="amzn_TechnologyAndContentMember_lbl"/>
    <loc xlink:type="locator" xlink:href="amzn-20121231.xsd#amzn_TechnologyBasedMember" xlink:label="amzn_TechnologyBasedMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_TechnologyBasedMember_lbl" xml:lang="en-US" id="id_178387_678912_3_1">Technology Based [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_TechnologyBasedMember_lbl" xml:lang="en-US" id="id_178387_678912_1_1">Technology Based [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_TechnologyBasedMember_lbl" xml:lang="en-US" id="id_178387_678912_2_1">Technology Based</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/documentation" xlink:label="amzn_TechnologyPropertiesMember_lbl" xml:lang="en-US" id="id_178387_646293_3_1">Technology Properties [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="amzn_TechnologyPropertiesMember_lbl" xml:lang="en-US" id="id_178387_646293_1_1">Technology Properties [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="amzn_TechnologyPropertiesMember_lbl" xml:lang="en-US" id="id_178387_646293_2_1">Technology Properties Limited</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="amzn_TechnologyPropertiesMember" xlink:to="amzn_TechnologyPropertiesMember_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_TextBlockAbstract" xlink:label="us-gaap_TextBlockAbstract"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TextBlockAbstract_lbl" xml:lang="en-US" id="id_178387_499125_1_1">Text Block [Abstract]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TextBlockAbstract_lbl" xml:lang="en-US" id="id_178387_499125_2_1">Text Block [Abstract]</label>
    <labelArc xlink:type="arc" xlink:arcrole="http://www.xbrl.org/2003/arcrole/concept-label" xlink:from="us-gaap_TextBlockAbstract" xlink:to="us-gaap_TextBlockAbstract_lbl"/>
    <loc xlink:type="locator" xlink:href="http://xbrl.sec.gov/dei/2012/dei-2012-01-31.xsd#dei_TradingSymbol" xlink:label="dei_TradingSymbol"/>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_TreasuryStockMember" xlink:label="us-gaap_TreasuryStockMember"/>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockMember_lbl" xml:lang="en-US" id="id_178387_502884_1_1">Treasury Stock [Member]</label>
    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_TreasuryStockMember_lbl" xml:lang="en-US" id="id_178387_502884_2_1">Treasury Stock</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/label" xlink:label="us-gaap_TreasuryStockValue_lbl" xml:lang="en-US" id="id_178387_509721_1_1">Treasury Stock Value</label>
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    <label xlink:type="resource" xlink:role="http://www.xbrl.org/2003/role/terseLabel" xlink:label="us-gaap_UnrecognizedTaxBenefits_lbl" xml:lang="en-US" id="id_178387_506213_2_1">Tax contingencies</label>
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    <loc xlink:type="locator" xlink:href="http://xbrl.fasb.org/us-gaap/2012/elts/us-gaap-2012-01-31.xsd#us-gaap_UnrecognizedTaxBenefitsDecreasesResultingFromPriorPeriodTaxPositions" xlink:label="us-gaap_UnrecognizedTaxBenefitsDecreasesResultingFromPriorPeriodTaxPositions"/>
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    <label xlink:type="resource" xlink:role="http://xbrl.us/us-gaap/role/label/negated" xlink:label="us-gaap_UnrecognizedTaxBenefitsDecreasesResultingFromPriorPeriodTaxPositions_lbl" xml:lang="en-US" id="id_178387_502851_8_1">Gross decreases to tax positions in prior periods</label>
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