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Amazon Places Keywords in URLS

Noticed Amazon (AMZN) changed their url structure, and are now putting some of the key words of the title up front. Here's an example. On Jan 9th, the url for Spolsky's UI book looked like this (line breaks and bolding added): http://www.amazon.com/exec/obidos/tg/detail/-/
1893115941/ref=ord_cart_shr/103-9221893-3854267?%5Fencoding=UTF8&m=ATV
Today, the url for the same book looks like this: http://www.amazon.com/User-Interface-Design-Programmers-Spolsky/dp/1893115941/
sr=1-3/qid=1169953228/ref=sr_1_3/103-9221893-3854267?ie=UTF8&s=books
Note this URL is not valid: http://www.amazon.com/User-Interface-Design-Programmers-Spolsky which suggests the human readable words up front aren't functional -- they're likely stripped off by a filter -- but probably there for the benefit of the search engines. Two take-aways for online marketers. One. When the world's largest web retailer begins placing product names in urls for organic SEO benefit, that is noteworthy. Two. Whenever you change url structures, absolutely make sure your old urls still work.
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