Pets.com seeks to sell everything your pet pines for. . . . But unlike its competitors, Pets.com has a formidable foe on its leash: Amazon.com. . . . Back in 1994, of course, the online pet market looked comparatively tranquil. That’s when Greg McLemore . . . registered the Pets.com address and launched the site.

‘We are running hard and fast to make Pets.com the best possible customer experience, from product selection to customer service,” said Julie Wainwright, chief executive officer of Pets.com. “This significant investment [from Amazon.com and Hummer Winblad] allows us to support our plans to build an enduring, customer-focused company.”

Customer service, a factor that helped distinguish one of its investors, Amazon.com, is also key, with Pets.com planning to fulfill all orders from its warehouses starting in June.

In Silicon Valley, entrepreneurs are buzzing about pets. ‘It’s one of the last great consumer spaces for the Internet left to address,’ declares Julie Wainwright, who runs the newly launched Pets.com.

Newcomer Pets.com . . . has positioned itself as a strong contender with some 10,000 pet items for sale, content that includes an online lawyer and an anchor position on America Online, according to McLemore.

Amazon agreed to buy 50 percent of closely held Pets.com.

Greg McLemore, a founder of Pets.com who currently is senior vice president for business development, said Amazon was chosen as a major investor because ‘they have a lot of successful experience in electronic commerce.’

Pets.com is the largest pet company on the Internet, specializing in popular and rare pet accessories, products and food. . . . Founded by established Internet entrepreneurs Greg McLemore and Eva Woodsmall in 1998, Pets.com is a spin-off of WebMagic, . . . an Internet incubator that has launched several sites including Toys.com.”

Pets.com’s investments from Amazon and Hummer Winblad put the 5-month-old pet content, commerce and community site well ahead of its two major rivals. . . . Incubated at WebMagic, McLemore’s Pasadena Web developer company, Pets.com features a 10,000-item online store.

‘We invest only in companies that share our passion for commerce. Pets.com has a leading market position, and its proven management team is dedicated to a great customer experience,’ said Jeff Bezos, Amazon.com’s founder and chief executive officer.