Bing, Not Google, Will Power Search on Amazon’s New Kindle Fires
Because for its new Kindle Fires — all of them — Amazon confirmed to AllThingsD that it has opted to go with Microsoft’s Bing as a default search engine, ousting Google from the spot it claimed on the first-generation Fire. Users can still switch their device’s default search to another provider, but the first search brand they’ll see is Bing.
And that’s a significant victory for Microsoft.
Remember, the Fire HD is not only Amazon’s marquee hardware offering, it’s a marquee service as well. And given the aggressive pricing the retailer has brought to its next generation tablets, it’s likely to sell quite a few of them this holiday season.
Which means Bing, Microsoft’s upstart search engine, stands to gain a fair bit of exposure in the months ahead. And while Microsoft is almost certainly paying for that privilege — indeed, the search deal it inked with Amazon may even play a role in the Kindle HD’s aggressive pricing — that will be money well spent if Bing sees a decent boost in market share from it. More so, if other hardware makers follow Amazon’s lead.