Amazon.com ( AMZN), which lately has been full of surprises, took another interesting turn Friday by signing a marketing agreement with mutual fund powerhouse Fidelity Investments. The companies agreed to form the first financial services store on Amazon's site that will give people access to information about Fidelity's offerings, including mutual fund brokerage and college savings plans. "This premiere sponsorship -- Fidelity's first with a major distribution channel -- will allow us to help a much broader range of online customers successfully plan, save and invest to meet their financial goals," says Claire Huang, executive vice president for marketing at Fidelity Personal Investments, in a statement. Amazon's move isn't unprecedented. Both Wal-Mart's ( WMT) Sam's Club and rival warehouse retailer Costco ( COST) offer their members financial services through partners. Teaming up with Boston-based Fidelity is the latest effort by Amazon Chief Executive Jeff Bezos to find new sources of growth for the largest Internet retailer. Earlier this week, Amazon said it was going to offer Web-based data storage. The company also is reportedly developing a service to rival Apple's ( APPL) wildly popular iTunes service. Amazon couldn't immediately be reached for comment. Shares of the Seattle-based company have slumped 23% this year amid concerns about the growing competition that the company faces both from Web companies and bricks-and-mortar stores like Wal-Mart. The company also had disappointing fourth-quarter results following what it said was its best Christmas season ever. Most Wall Street analysts don't recommend the purchase of Amazon shares, according to Thomson Financial. Only four consider it a buy, while 11 rate the shares a hold and 10 a sell. Their median target price is $37. For now, holders of Amazon's stock are taking a wait-and-see approach to the company's bet on financial services. Its shares fell 20 cents to $30.57.