Amazon has scaled back its A9 search engine by canning personalised features and no longer requiring users to log in.

The etailer removed the functions late last week, with a spokesperson telling the Associated Press it was “shifting its priorities to areas where it can provide the greatest benefit for customers.

Services that have been dropped include its instant reward programme, which gave regular users a discount on Amazon’s products.

It has also discontinued customised features such as search history and bookmarks, as well as its Yellow Pages and mapping services.

In a message on the service’s home page, Amazon said the move formed part of a facelift of A9, which is powered by Microsoft’s Live Search.

According to Nielsen/NetRatings, A9 accounted for only 0.1% of all searches in the US during August.