Amazon.com has plans to to remove some of the general search feature attempts used by A9.com. Amazon will be disposing the A9 toolbar, A9 instant reward program, A9 Maps, and A9 Yellow Pages (including Blockview^TM). Previous A9 features were notorious for storing search bookmarks and search history and linking personal details of users to purchase transactions with Amazon. Previous A9 users have the ability to restore bookmarks and diary entries as they have been stored in the Product Extras section of a user’s Amazon Media Library.

An Amazon representative described this move as a shifting of priorities. Perhaps Amazon has moved on from the importance of maintaining search records to concentrating on the improvement of their core competencies of online retail and zoning in on the development of Amazon Unbox. Also, looking at Alexa, it seems that there could be a couple of improvements there such as a more frequent update of rankings and record-keeping of the websites.

There are some major reformations and services being released by Amazon and Jeff Bezos has been a benchmark for many management leaders. I’m definetely anxious to see what other services will be released through the Amazon pipeline.