It may be too early to pinpoint what Amazon is doing but ongoing rumors suggest the web-based retail giant is planning on competing with the web giant Google. It may not just be Google - Amazon's plans seem to incorporate everything from Walmart to Facebook and Yahoo.

Users can find Amazon.com with more information that it previously has. When consumers search for a product, they will find a range of recommendations for their digital shopping carts. Amazon's search system matches the current pick of the customer with similar products. Even if a person looks for books, Amazon not only recommends similar books but also related gadgets and apparel.

Amazon is working on an ad technology that will allow them to display ads on any site. This will extend the company's reach. The ads would be flashed across different pages and they do not necessarily direct consumers to the retail site. The technology is still in the works but when Amazon rolls out this function, they can be the next advertising giant. Google could be facing their next big rival.

Despite offering ad spaces to companies like Olay and RCA, the company will explore a different route -ads beyond their website. This is going to take Amazon past their industry and compete with other ad providers like Microsoft, Facebook, Yahoo and Google.

One advantage the company has over other competitors is their consumer base and data. They are already catering directly to consumers thus their rich pool of information on how consumers behave, act and think. Advertisers are particular market data. Amazon's resources prove to be valuable for companies and advertisers.

Amazon's market is comprised of 209 million customers per year. The company has almost two decades worth of market data. It knows more about consumers than most sites today. They have a database of consumer history that can help spot trends and other shifts in demands and preferences. The rich source of information is extremely beneficial for marketers.

"Amazon understands better than anyone else what consumers want," CNEt quoted Jeff Lanctot. He served as the chief media officer for Razorfish - a Seattle-based digital marketing agency.

"And that's a gold mine for advertisers." Lanctot added.

People look at ads in two ways: helpful and distracting. Many users think pop up ads and similar displays hamper their experience. Amazon can be the game changer for this. Their ads may be more relevant than most competitors because of the data they have accumulated throughout the years. Likewise, the company's ad program can also help consumers see what else they should or need to buy. Amazon is gearing up for an ads system that will help consumers look for virtually anything they need on the internet.