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Amazon's A9 Joins Crowded Search Field: Page 2 of 2

Taking a page from Microsoft's embrace-and-extend playbook, Amazon.com is entering the search business. Through its A9 subsidiary in Silicon Valley, the Seattle-based E-retailer on Wednesday launched its own search site,
April 15, 2004

Laura Ramos, an analyst with technology research firm Forrester, likens Amazon's relationship to Google as that of an equipment manufacturer that uses components of well-known suppliers. It's using the search company's technology to extend its core competency: selling products online.

Recent events, however, suggest a blurring of boundaries among successful online companies. Google is challenging Microsoft and Yahoo by getting into the business of free E-mail. Microsoft and Yahoo are eager to capture more of the search market from Google. Everyone wants a piece of the E-commerce pie. With Amazon entering the picture via A9, figuring out where partnership ends and competition begins looks a bit more complicated.

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