This makes a great deal of sense for both A9, which was having trouble getting traffic, and Amazon, which has a great deal of traffic and is apparently seeking ways to expand beyond its core e-commerce model.
A9 has the technology and imagery and Amazon has the brand and the traffic. It will be very interesting to see how this develops. And I would consider Amazon a serious player in IYP — at least for consumer traffic.
Here's our initial post, partly about the curious A9/Amazon hybrid IYP, which has been rectified with this move.
Thanks to Sara Stevens at comScore for alerting me.