The secret lies in the HTML Snippet widget and the Amazon widgets, specifically the aStore.

You can find the HTML Snippet widget in the File Manager, or on the New Toolbar, by using: 'Insert' menu -> 'Smart widgets' (side bar) there is a specific HTML widget for the 'Amazon Widgets'. Once you've added an HTML snippet to your page, the 'Setup' tab on the Editor provides a place to paste in your HTML code and in some cases a link to where to get the code from. Remember these will only work correctly for visitors with FlashPlayer 10 (about 90% market penetration and rising), so some users will not see them correctly, but that number will fall over the coming months.

So how does this look for Strictly Swimming? Well, by inserting the Amazon aStore, they can produce a full product display page as below.

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Strictly Swimming product list

And finally you can see the individual product display page, which includes all the cool things from Amazon like user ratings.

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Strictly Swimming product page

Check out the full site at www.strictly-swimming.com

And just to show you that there are others doing this too, check out the same from this cool website by The Food Bible.

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The Food Bible homepage

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The Food Bible shop page

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The Food Bible product page

Check it out at www.thefoodbible.net.