• by April 16, 2004

Further evidence this week that almost any player that can will enter the search fray.

Amazon.com is the latest to throw its hat into the search ring, rolling out a new search tool in test mode that it calls A9.com. The online retailer's A9.com consists of a Web site and an Internet Explorer search toolbar; searches can be executed across the Web or only on Amazon.

A9 requires searchers to log in with a username and password from their Amazon accounts--now, that's a nifty little marketing trick. Just think of how many more books, MP3 devices, and other goodies it can sell by having registered users conduct searches via its network. More importantly, how much more personal data will it accumulate?

There's also a scaled down version of A9 that doesn't require username and password entry. The A9 toolbar also offers a diary feature which is kind of unique. Searchers can take notes on various searches and sites; the notes can be read from any PC after the user logs on. A9 also stores the addresses of sites visited.

Not surprisingly, Amazon teamed up with Google on A9; Google's supplies most of the tool's search results and the results include text ads from Google's sponsored links program. Amazon's Alexa unit, also offers A9 information on various Web sites.

Amazon, like America Online and other online players, are reliant on Google, the leading search provider at the moment. Microsoft Corp.'s MSN decided it didn't want to rely on outside search suppliers anymore, and continues to build its own search tool. I don't think there are many companies outside of Microsoft and Yahoo!, which acquired key search players including Overture Services, to create its search offering, that would invest the time, research, and dollars into developing their own search tools.

Therefore, Google remains in the catbird seat, at least for now.