In the Ring: Will E-Commerce Colossus Amazon Beat Google at Its Own Game?

In the Ring: Will E-Commerce Colossus Amazon Beat Google at Its Own Game?Get your tickets now!

In the ring: E-commerce Colossus Amazon versus Ad Words Goliath Google.

Could be quite a fight, now that Amazon wants to manage its own advertising through a sponsored links strategy destined to pose a threat to Google.

Amazon Sponsored Links will deliver ads on its properties with targeting based on keywords users search while shopping online, as well as other data.

Amazon already takes charge of much of the digital display advertising on its website, Kindle tablets, and mobile apps through its Media Group. The updated platform would — and here’s where the start bell goes off –let Amazon replace ads from other sources, particularly those supplied by Google AdWords.

As Reuters noted, “Amazon is known as a sleeping giant in the ad industry because it has rich consumer data but has been tentative about using it for a lot of advertising.”

A story on this development at AdWeek notes that “Amazon has not fully described how the new system would work.” However, the Media Group site has this message: “Sponsored Links are advertisements related to your recent product search query or content on the page and are always clearly labeled. displays sponsored links sourced from third-party networks.”

Could Amazon beat Google at its own game?

Stay tuned. And buy popcorn.