Watch Out Google! Amazon Gets Search, warns John Battelle in his most recent dispatch from the front lines of war over Search.

What’s next for Amazon? The answer might be found at A9.com, Amazon’s search service. While it’s been in beta for months, A9 officially goes live today with a major upgrade, and could well become a one-stop search platform that offers interesting commercial possibilities that have the potential to trump traditional search players. A9’s creator Udi Manber. gave me a sneak preview of A9.com on Monday (as he did when A9 went into beta, see here), and I came away convinced that he has raised the bar for innovation in search.