Amazon.com gently shuttered a pay per click marketing programme that enabled companies to redirect traffic from the retailer’s platform to their particular sites, saying it would permanently discontinue the programme in October.

The programme enabled many companies which are not always sellers on Amazon’s internet market to purchase advertising space on its web site. Targeted advertising for particular things would pop up on Amazon’s web site and drive shoppers to the retailer or producer’s own site.

Wingo said advertisers were surprised this week when they received an e-mail from Amazon notifying them of the change and said the programme was known for its high conversion rate.

An Amazon spokeswoman said the marketing programme will be accessible after October 31 and supported the change.

“At Amazon we’re always reviewing the services we offer associates to help them best reach our customer base and grow their companies,” the firm said in an e-mail to Reuters. Amazon offers other marketing alternatives for third party sellers to distinguish their products like its sponsored advertisements programme.

The firm said its sales raised by more than 80% and was featured in an Amazon case study in May.

Consumers are beginning their merchandise searches on ecommerce markets like Amazon before looking on the web site of individual retailer.

Google, which announced this week it is going to morph into a brand new holding company has recognized the dominance of Amazon, with executive chairman Eric Schmidt calling the online retailer its largest rival in searches.

By clicking on Google’s advertising shoppers can find, compare and buy products straight from retailers. Facebook additionally started products advertising that were targeted in February.