Amazon.com, the online retailing giant, has launched its Internet search service, reported The Guardian.
A9.com, Amazon's Palo Alto, California-based subsidiary, is beta testing the search service in a move that marks the entry of a new player in the search arena, which already has established giants like Google and Yahoo. A9.com offers a Web site and an Internet Explorer toolbar from which users can enter search terms.
Amazon has a partnership with Google for search results currently.
Although Google dominates the Internet search tools market, analysts say that for any Internet or operating system player, search will be a critical component in the future. Microsoft too will soon launch its own homegrown search technology by 2004-end.
The Amazon search also offers personalization features, which use the Amazon login and cookie, and are probably the most revolutionary part of the offering because of their potential, said The Guardian.
"Search results also include text advertisements from Google's sponsored links program. Alison Diboll, an A9.com spokeswoman, declined to say whether the company eventually plans to create its own search technology. She confirmed that Amazon plans to use the technology to serve both its online store and the rest of the Web," said The Guardian.
"Unlike other internet search tools, users sign onto A9.com with a username and password from their regular Amazon.com account. A9 also offers an anonymous site that does not require a username and password but lacks some features," said the newspaper.
