Is Amazon Hedging Search Engine Bets?

The lure of the search dollars seems to haunt Amazon. They have used a few of them over the years, even created a short-lived one of their own. Now they seem to be hedging their bets and have given venture capital to Jimmy Wales' Wikia.

Wales told Reuters that he plans on challenging Google and Yahoo with his Wikia engine. The company recently received $4 million dollars from angel investors and a 'very large amount' from Amazon.

Amazon now uses Microsoft's Live search results at A9.com.

Wales told Reuters that "collaborative search technology could transform the power structure of the Internet' away from the closed 'black box' methods of Google, Yahoo and Microsoft.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.