AOL Does Comparison Shopping

According to ZDNet, AOL has officially launched their own comparison shopping site.

“AOL’s InStore is centered on a head-to-head comparison shopping tool called Pinpoint, which the Internet service provider said will offer pricing and features of millions of items. The shopping system was developed under a collaboration with retail search engine specialist BizRate.com, and AOL said it has already signed on about 48,000 consumer product vendors to populate the site.

The InStore launch represents a major element of AOL’s latest effort to generate interest in its home page, which has primarily served as a promotional vehicle for the company’s various Internet services and as a way for existing customers to access their e-mail via the Web. However, with online advertising on the rebound, the company is hoping to rekindle interest in the portal as it struggles to build new revenue streams. “

This only makes sense since Google and Yahoo! have both launched their own comparison shopping sites. You can check out AOL’s new InStore site here.