Amazon is to let companies place ads on its UK website for the first time.
Advertising network eType will handle the backend for what will be a significant foray in to the ad space, according to Media Week.
Amazon currently benefits from a strong cross-promotion strategy that advertises its own stock across the site. As such, many pages have already become quite cluttered.
The UK site last year took some limited advertising from Virgin.net, but this is the first time it will have opened the site en masse to other ads.
The company hopes it can cash in on the online advertising boom, which is still showing few signs of receding despite the fall of the print, radio and TV advertising markets.
eType also serves video ads to the Videoegg video sharing service, while Amazon is currently building a large distribution warehouse near Swansea.