The online retailer is to drop the A9 toolbar, A9 Yellow Pages, the A9 instant reward programme, which gave heavy A9 users discounts on Amazon, and A9 Maps including its BlockView photographs of many US cities.
Also consigned to the dustbin of search history are the personalisation features, including search history, diary and bookmarks, that caused so much controversy when A9.com was launched over two years ago.
Internet privacy watchdogs had warned that Amazon was effectively building up databases of search information that could be linked to personal details and purchase data stored within Amazon.
Amazon.com spokesman Drew Herdener explained that the company is "shifting priorities to areas where it can provide the greatest benefit for customers".
A9.com had never made a major impact on the search market. The latest Nielsen//NetRatings figures for the US did not even include it in the top 10.
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