Hoping to bolster its associate network, Amazon.com has begun testing an AdSense-like program that enables associates to host sponsored links from a third-party provider.

The sponsored links, which will show up alongside links to Amazon products, are based on keywords that appear on publishers' sites, or that site owners establish with Amazon. While some analysts see parallels between Amazon's beta ad program and Google's AdSense, it is not clear yet whether the programs will compete directly.

Read more about Amazon testing an Adsense alternative and its effects on the Adwords program at http://publications.mediapost.com.