Amazon with its own shoppingsearch

The Wall Street Journal has an article on how Amazon is developing their own searchtechnology. This new division, which goes by the name A9, has been fitted with 30 programmers and is located in Silicon Valley. Amazon plans on both using this technology themselves as well as licensing it out to other companies. This puts Amazon into direct competition with Google, which is offering its own E-Commerce-searchtechnology with Froogle. [ report]

Update: has also caught wind of this.

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