If it sounds peculiar to have Amazon selling Internet advertising, you probably don't know Amazon as well as you thought.
Amazon is unlikely to ramp up advertising on its namesake marketplace, but the rules are different for its other dot-com traffic magnets, such as movie hub IMDB.com and Web-trends monitor Alexa.com. Its other recent Web endeavors include the acquisition of booklovers' social network Shelfari and the launch of its SoundUnwound music wiki.
There's a lot of billable ad space there for the monetizing. One has to imagine that Amazon's Askville site or even its A9.com search engine could become higher priorities, if the company had the ad inventory to truly milk the most out of its page views.
That's the difference between Amazon and Netflix
Amazon isn't a threat to Google
If they're gunning for you, it doesn't hurt to point your own crosshairs their way.
Other chapters in the Amazon story that never ends: