

John Battelle breaks the story about A9, the newly-launched
search-engine from Amazon. Amazingly the giant e-commerce company chose a blogger to spread the news out from
the blogosphere to the world (and to the traditional media). Batelle had an exclusive sneak-preview of the service one
month ago. His words:
One could argue that A9 is a pure commerce play, not a search portal. After all, that's what the folks at Amazon
insisted when they founded the company and located it in the heart of Google/YahooLand (ie, Palo Alto). But that
argument is disingenuous. First off, take a look at the A9 interface. Where's the commerce? (Answer, it's there, but
it's hidden, more on that later when I post on the service itself). And second, I'd argue that you can't really be in
the commerce business without having at least a strategy for owning search. The reverse also hold true. It's two ends
toward the middle, and by the way, that middle ground is getting damn crowded - AOL, Yahoo, MSN, eBay, IAC, Amazon,
Google…
For a tour of A9 (and its toolbar) features follow this
link.
PS: There's also a generic version of A9 that doesn't track users via
cookies or use their data.