I don't know about you, but I don't know what I did before GOOGLE came along, now it just seems to be a core part of the internet itself, of sorts. Just like the root DNS servers, etc. Now Amazon fancy their chances at toppling the undisputed king of search engines. Edit by Julio: "A9" is not meant to compete with general purpose search engines but rather its shopping departments like Yahoo Shopping & price comparison websites like DealTime and Pricegrabber. Seattle-based Amazon has dubbed its search startup "A9" and set up offices in Palo Alto, California, not far from Google's Mountain View headquarters. A9 hopes to launch in October with 30 employees and grow much larger as it develops a search engine that will be licensed to other Web sites, said spokeswoman Alison Diboll. "This is part of Amazon's ongoing evolution from an online bookstore to a technology services company," Diboll said. More here.