Amazon founder invests in Business Insider

Jeff Bezos is personally leading a $5 million investment round in the business news site.

By Kim Peterson Apr 5, 2013 12:39PM
Henry Blodget (Paul Zimmerman/Getty Images)Remember when then-analyst Henry Blodget said in 1998 that Amazon (AMZN) shares would shoot to $400? And Wall Street laughed but began pouring money into the stock, making a boatload for founder Jeff Bezos?

Well, Bezos and Blodget (pictured) are back, though on a much smaller scale. The Amazon CEO is leading a round of $5 million in venture funding for Business Insider, Blodget's business news site. Bezos is investing personally, and not using Amazon cash, through his investment arm Bezos Expeditions, Bloomberg reported.

Other investors in the round include RRE Ventures and Institutional Venture Partners.

There appear to be no issues with Bezos investing in a site that gives considerable coverage to Amazon. Blodget told Bloomberg that the site would disclose the investment whenever it mentions Amazon.

Observers noted the long connection between Blodget and Bezos. "The only other thing to spell out here is that this deal reminds you that life is long, and relationships last," wrote Peter Kafka at AllThingsD.

Business Insider, which has 100 employees, is not profitable, according to reports. It had $10 million in sales last year and is expecting $15 million this year, Bloomberg reports. It lost $3 million last year.

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