In a major shift in strategy, e-commerce giant Amazon.com is using its A9 search subsidiary to power a new pay-per-click advertising network that will display targeted text ads alongside product pages.

The Seattle-based online superstore on Thursday took the wraps off Clickriver Ads, a beta program that mimics traditional auction-based pay-per-click advertising programs.

A company spokesman declined to comment on specifics of the beta. "[We are] beta testing an advertising program that allows businesses to buy sponsored links that appear on Amazon.com, next to search results and on product detail pages," the spokesman said in an e-mail exchange with ClickZ News.

"These ads will feature products and services that complement products sold on Amazon.com. Revenue from sponsored links allows Amazon.com to even further lower product prices for customers," he added.

Get the full story at ClickZ