Online retailer Amazon.com is taking the full plunge into book publishing, launching a publishing house this summer that will be based in New York, Crain’s New York Business reports.

The company has been dabbling in publishing with digital imprints such as Montlake Romance for romance novels and Thomas & Mercer for mysteries. But this time around it is hiring Larry Kirshbaum, former chairman of the Time Warner Book Group, to lead the operation, with the intention of becoming a general interest trade publisher.

The company has not picked a name for the imprint, which will publish in both print and e-book formats. The company will put out literary and commercial fiction and non-fiction.