Dive Brief:

• Amazon is working on software to place online ads that will leverage its consumer knowledge. 
• The "Sponsored Links" platform will potentially be released later this year and has the potential to rival Google and Microsoft's ad business. 
• The retail giant has already launched a business placing limited ads on other websites and is testing ways to expand with new types of ads. 

Dive Insight: 

There hasn't been any company that's been able to rival Google when it comes to online ads. Amazon has an advantage over Google in that it can utilize consumer behavior from its retail data. A successful platform by Amazon could mean the fall of the monopoly from Google, which could make the market more fair.