Amazon buys 3-D mapping start-up UpNext to go head-to-head with Google?

Washington, July 4 (ANI): Online retailer giant Amazon, which has reportedly purchased UpNext, a 3-D mapping start-up, is expected to give web giant Google a tough competition.

The online retailer will place UpNext and its team of four in Seattle at the head of Amazon's mapping efforts, which leaves to guessing whether Amazon could be readying a map app for the Kindle Fire or even a smartphone.

According to the Los Angeles Times, UpNext, based in New York, has built a company with apps on the iPhone, iPad and Android, which cover 50 cities across the country and also include enhanced details of 23 of them. The company has also previously partnered with the NFL to create guides for the Super Bowl.

The move comes as the latest in a long string of news dealing with mobile device makers and their mapping technology.

Previously, Google announced some changes to its service, Google Maps, in early June, which was followed not long after by Apple, and the Cupertino company also used its Worldwide Developers Conference to announce that it was leaving Google Maps behind to launch its own map app complete with 3-D images.

In late June, Microsoft also joined the 3-D map bandwagon following an announcement, saying that it was going to adopt Nokia's map service for its Windows Phone lineup.

UpNext and Amazon declined to comment. (ANI)