Peter Faricy, vice president of the Amazon marketplace, will lead the direct-to-consumer business at TV entertainment company Discovery Inc.

Leading Amazon.com Inc. executive Peter Faricy is leaving the company to head up Discovery Inc.’s e-commerce and digital businesses.

Faricy’s first day at Discovery is Sept. 17. It is unclear whether Faricy has already left his position as vice president of the Amazon marketplace, a position he’s held since 2009.

Peter Faricy, vice president of the Amazon marketplace, will lead the direct-to-consumer business at Discovery.

Peter Faricy

At Discovery, Faricy will be the CEO of global direct-to-consumer, a newly created position where he will oversee global digital and direct-to-consumer operations. Discovery is No. 356 in the Internet Retailer Top 1000, with most online sales coming through DiscoveryStore.com. Internet Retailer estimates the operation generated more than $100 million in sales last year. Discovery also operates HGTV, Food Network, TLC, Animal Planet and other content channels.

“We are excited to welcome Peter and his vision and skill set to the Discovery leadership team as we accelerate our pivot to become a next-generation media company engaging passionate communities of fans around the world on every screen with trusted, high-quality brands and content,” said David Zaslav, president and CEO of Discovery, in a statement announcing Faricy’s hire. Faricy will report to Zaslav.

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Faricy joined Amazon in 2006 from Borders Group Inc. Amazon’s marketplace business grew substantially during his tenure. Today, 53% of units sold on Amazon sites globally are sold by marketplace merchants, with Amazon taking a commission on each sale. When Faricy assumed the role of vice president of marketplaces, 30% of units sold were by marketplace merchants.

Amazon is No. 1 in the Internet Retailer Top 1000.

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