Amazon takes on Google as it develops own ad software
Amazon is preparing to enter into direct competition with Google as it readies its own software for placing adverts online.
The new in-house platform will initially be used to replace ads on its pages supplied by Google, but could be extended as the e-commerce giant leverages its data on consumer shopping behaviour, according to the Wall Street Journal.
Sources close to Amazon revealed that in the future the new system could challenge Google and Microsoft’s advertising business.
Amazon’s platform, reportedly dubbed Amazon Sponsored Links, could be tested later this year according to reports and is aimed at giving marketers access to its 250m active users.
The system will resemble Google AdWords, which places keyword-targeted ads alongside Google search results and on other websites.
Amazon did not comment on the matter.