Amazon.com is reported to be readying an advertising platform that will resemble Google's AdWords for keyword-targeted ads. According to the Wall Street Journal, Amazon.com is developing a platform for delivering ads both on its own properties and other sites, potentially creating a new source of revenue for the e-commerce giant. The move could also reduce the number of Google-delivered ads on Amazon's own site.

Amazon has told potential advertising partners that it could begin testing the platform, currently dubbed Amazon Sponsored Links, later this year, the report said.

Given its scale and access to shopping information, Amazon might be able to challenge the dominance of Google's AdWords, which fuels that company's US$50 billion-a-year advertising business.