The Jeep name not only moves metal, but it also moves other items and now it does it on an Amazon page.

The Jeep name is worth its weight in gold — perhaps more as Fiat Chrysler Automobiles extends its efforts to market the name with help from Amazon just in time for Cyber Monday.

Throughout the years, Jeep has become an iconic four-letter word, quickly recognizable as one of the automotive industry’s most famous brand names. It is also the informal designation for a whole category of off-road vehicles much to the chagrin of Jeep’s competitors and much to the delight of the lawyers hired by Fiat Chrysler Automobiles N.V. to defend the purity of the Jeep brand name.

First Chrysler, then Daimler Chrysler and now Fiat Chrysler N.V. has developed a lucrative side licensing the Jeep name to makers of toys, clothing and all sorts of paraphernalia from tool kits to spare tire covers. The business is so profitable some analysts suggested during the company’s bankruptcy a decade ago that Chrysler might consider spinning it off for cash.

(Jeep electrifies with new Wrangler 4xe.)

Amazon and Jeep have partnered on a new page on the website.

Chrysler kept the business, and it has continued to flourish in the interim, sales of Jeep-branded vehicles have become the major source of profit for FCA.

Now FCA is branching out and planning to sell Jeep-branded merchandise through a partnership with the world largest retailer — Amazon.

FCA has announced that the brand’s “go anywhere, do anything” spirit is now available in the official Jeep Store by Amazon.

“Opening our Jeep storefront on Amazon gives our owners, fans and followers in the U.S. and Canada the opportunity to embrace the Jeep lifestyle by offering hundreds of officially licensed merchandise and gear across one seamless site,” said Marissa Hunter, head of Marketing, FCA – North America.

“Through an iconic 80-year legacy, the Jeep brand has come to symbolize freedom and adventure. Our Jeep-branded products give our fans the chance to explore and enjoy every corner of this rugged, yet refined world.”

(FCA CEO Manley says hybrid Jeep Wrangler arriving by the end of 2020.)

Licensed products and merchandise in Jeep Store by Amazon will include apparel, adventure/camping gear, iconic collections, children’s merchandise, home products and accessories such as phone cases, ear buds, key chains, according to Hunter.

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