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    Microsoft: Bing Will Be Default Search Engine on Kindle Fire HD

    By Peter Pachal | Mashable – Fri, Sep 7, 2012

    Microsoft told Mashable that its Bing search engine will be the default on the Amazon Kindle Fire HD's web browser. Amazon also confirmed it.

    [More from Mashable: The New Kindle Fire Has Ads and You Can’t Opt Out]

    The deal between the two companies came together recently. Adam Sohn, general manager of communications and influencer marketing at Bing, said the "last bits" of the deal were finalized only today. Sohn said Bing would be the "initial default" search engine on the Kindle Fire HD and new Kindle Fire tablets. He couldn't confirm if the terms of the deal also include Amazon's E Ink readers.

    Users will be able to change the default to another search engine such as Google or Yahoo.

    [More from Mashable: Amazon FreeTime Gives Parents More Control Over What Kids Watch]

    The site Ubergizmo first reported that Bing was the default browser on the Kindle Fire HD, based on some hands-on time with the device at Amazon's press event, where Jeff Bezos unveiled the new tablets. It was subsequently confirmed by Amazon to some sites, including Ars Technica.

    Amazon is Microsoft's second major partner in the mobile arena. The first was RIM -- Microsoft CEO Steve Ballmer paid a visit to BlackBerry World in spring 2011 to announce that Bing would power search and maps on BlackBerry phones going forward.

    SEE ALSO: Bing Gets Social Search Right With Quora Integration

    Bing has been slowly gaining market share in the search engine wars. Although the space is dominated by Google, Bing now accounts for 15.6% of online search, not including the share from its Yahoo partnership, according to comScore. (Google's share, for comparison, is 66.8%). Its recent "Bing It On" campaign aims to give searchers a "taste test" between Bing and Google results, claiming users prefer Bing results two to one over Google's.

    However, Bing has been a financial albatross for Microsoft. The company has taken big losses in its online services division because of the service.

    What do you think of the choice of Bing as the default search engine on Amazon's tablets? Share your thoughts in the comments.

    Image courtesy of iStockphoto, gmutlu

    This story originally published on Mashable here.

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