Online giant Amazon expanded its retail territory this week, announcing its sponsorship of professional skateboarder Andy Macdonald and opening a digital destination for action sports equipment.

The deal makes Macdonald -- an X Games fixture with more than 20 event medals to his name -- the first athlete to be sponsored by Amazon. As part of the partnership, the 38-year-old regular-footer will consult and help produce exclusive video content for the retailer's new action sports online store.

"The goal is to be the go-to place online for people to buy skate goods," Macdonald told ESPN.com between practice runs Wednesday at the X Games Skateboard Park course. Macdonald's skate company, Positiv, first started selling skateboards through Amazon in 2003, but generally, he added, "people aren't used to buying skateboards online, and for Amazon to understand the action sports space, they need to have athlete endorsements."

"The sponsorship of Andy Mac is a great opportunity to help fans and athletes discover the vast selection of action sports items available on Amazon," an Amazon spokesperson told ESPN.com. "From the beginner wanting to try out the sport to the seasoned pro, we're excited to offer a shopping destination dedicated to offering customers a wide selection of action sports items from top brands."

In addition to skateboarding equipment, apparel and footwear, the site offers a range of action sports gear, from BMX bikes and snowboards to stand-up paddle boards and wakeskates.

Macdonald is one of just four athletes who has competed in every X Games since the event's inception and holds three silver medals in Skateboard Park. He also has a strong competitive history in Skateboard Vert.