Amazon.com.
That's right, the on-line supercenter has decided to dive straight into the nutritional supplement market. Word is they even had a booth at the 2008 Mr. Olympia.
Previously Europa Distributors sold supplements through Amazon so this is either a re-branding of the pre-existing agreement, or a full changing of the guard from Amazon in respects to the nutritional supplement industry. Regardless of the inner workings, infusions of cash from large players in retail are a good sign for an industry that's been struggling due to increased pressure from Government regulators. While its too early to say what, if any, impact Amazon's entrance into the market will have for the fitness industry as a whole, its certainly a welcome sight to see such a mainstream interest show interest in the marketplace.
Whether or not promoters and bodybuilders can leverage this interest into sponsorships remains to be seen.