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Amazon and Microsoft spend big on Google

The cosy commercial partnership of strong cloud competitors.

Amazon invests more on Google marketing than just about any other organization, according to a new study from the US.

The web merchant spent $157.7 million on Google ads in 2013, over $70 million more than its nearest rival, according to a report on Ad Age, which was according to information gathered by analytics firm AdGooroo.

Amazon spends vigorously in order to ensure its adverts appear alongside key product terms, making certain that it is the first result to appear on searches for hot-ticket items.

Companies such as Amazon also invest heavily on defensive search terms, making sure they appear top of the rankings for their own products, such as the Kindle in Amazon's case.

Although it has its own online search engine, Microsoft  was still the fifth biggest spender on Google ads, splashing out $67.1 million in 2013. Similarly, Yahoo was in 19th place with an outlay of $36.2 million.

Tech firms are few and far between in the ranking of the top 25 spenders, with the list mainly dominated by travel companies, telecoms firms and general retailers.

However, the research does not include results from Google  Shopping, nor mobile advertising, where tech firms are perhaps very likely to push their wares.

Outside of search advertising, Google, Amazon  and Microsoft are jostling for position in the public cloud arena, with Amazon Web Service (AWS) the evident market leader.