Amazon.com allowing competitor ads on site

SEATTLE Amazon.com is reportedly testing a new program that allows competitors to advertise on its site and potentially drive users to other Web sites to buy products.

On its Web site, Amazon.com details one of its options for advertisers, which includes being listed on product pages under the heading "Available at these other Web sites." The text-link ads click through to the advertisers' sites. 

Amazon.com is no stranger to allowing competitors on its site, as the company permits retailers such as Macy's to its items alongside its own and use its fulfillment system. However, the new advertising program is unique as it drives users to another site.

In addition to offering online advertising, Amazon is providing interested parties with opportunity to package inserts and other promotional materials with its shipments.