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Amazon.com’s A9 Search division has finally launched a service which is sure to catch the eyes of the search engine marketing world, Clickriver.

Clickriver is a pay-per-click search engine advertising service which will let advertisers purchase sponsored search links directly through Amazon.com.

Like Google AdWords, Microsoft adCenter & Yahoo Publisher Network, Clickriver ads will be shown in the sponsored results within Amazon.com searches and on some product detail pages.

During its beta launch, Clickriver is especially looking for advertisers from the travel, finance and investment, training and education, entertainment, insurance, healthcare and physical fitness, IT assistance and consulting, & photo printing sectors.

With Clickriver, a wide range of complementary products and services can be advertised at the precise moment that someone is interested — as they shop, browse, and search on Amazon.com. For example, ads from banks can display on pages for finance and investment books, such as on the “Road to Wealth” product page. Ads from photo printing services can display next to search results for cameras and tripods. Ads for hotels, car rentals and travel agencies can display on pages for travel books, sunglasses, suitcases, portable DVD players and other travel accessories sold on Amazon.com.

For now, the Clickriver ads will only be shown on Amazon.com, and Amazon.com will continue to work with other 3rd party ad networks, but in time expect other Amazon.com properties, including IMDB.com, to perhaps integrate the Amazon.com owned search marketing ad service.