It's been a long time since Amazon was a mere online bookshop.

Over several years Amazon has spread its reach and ambitions into everything from e-readers (the hugely popular Kindle) to TV (the less popular Amazon Fire).

And don't forget its dalliance with drones.

Now Amazon is upping its ante as a content creator with the launch of Expert Articles.

Ask the experts

As the name implies, Expert Articles are posts penned by experts across a range of fields, that will appear next to recommended products.

At the time of writing, areas of Amazon-expertise included Kitchen, Furniture and Decor, Lawn and Garden, Fashion and Home.

Buy in?

While Expert Articles is still being rolled out, it's expected they will appear next to certain product searches, and can also be search for directly via Amazon.

Yes Amazon has long offered product reviews from its customers, but by adding some expert content it may help retailers move more product.