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Amazon is moving into another sector: photo printing.

The e-commerce giant this week debuted a new service called Amazon Prints that allows customers to print their digital photos and order souvenirs like photo books, stationery and calendars.

So far, that market has been dominated by companies like Shutterfly, which has offered similar options since its founding in 1999. Shutterfly's stock plunged 12 percent in one day after news broke of Amazon's entry into the market, Bloomberg reported.

Amazon Prints is only available to customers who use Amazon Drive, the company's cloud storage service. Photos must be stored on the platform to be printed through Amazon Prints.

Amazon's ultimate goal might be to get more customers to sign up for Amazon Drive, rather than to take over the photo-printing market. Amazon Prime customers get free photo storage.

Still, it's undercutting Shutterfly's pricing at 9 cents per 4-by-6-inch photo compared to Shutterfly's 15 cents.

Amazon Prints right now is only offering printed photos and photo books, but says more products are coming soon.

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