Microsoft has a dealt a stinging blow to internet search titan Google as it pursues online advertising dollars.

Retailing giant Amazon has ditched Google and signed up with Microsoft's Windows Live technology to power its A9 search unit, which pares down searches into categories.

The change, which came about as soon as Amazon's contract with Google expired at the end of last week, is a big win for Microsoft, which usually trails behind Google and Yahoo in web searches.

A9 ceo David Tennenhous says Windows Live presented a "very interesting, powerful web search option" but refused to comment on the finances of the deal or why Google was dropped.

Comments Microsoft senior product manager Justin Osmer: "It's another opportunity to reach a new segment for us and get people acquainted with the Windows Live search brand."

Google is staying zip-lipped about these developments.

Data sourced from Financial Times online; additional content by WARC staff