Amazon Dips Its Toe in the Search Pool

By Deane Barker on September 25, 2003

Amazon Plans Search Service To Drive Sales: Everybody is rushing to search these days.

“Amazon.com Inc. has quietly established a beachhead in Silicon Valley to develop its own Web-search technology, a plan that could pit it more directly against Google Inc. and Yahoo Inc. in an emerging battle over who controls the major paths to online merchants. …

Amazon Chief Executive Jeff Bezos has charged the new unit with developing software that will help keep the company competitive as online shopping habits evolve. Increasingly, Web shoppers buy products through retailers they found by conducting Web searches, rather than by going directly to retailers’ sites.

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