Amazon Gives Google Adsense a Run for Its Money?

So earlier today, I logged into my Amazon Associates account and saw a very conspicuous banner introducing Amazon's CPM Ads.

Naturally, I had to go over it very quickly. My initial impression is that it resembles Google Adsense's offer. You'll need to create an Ad Code, and in the process, you'll choose an Ad Size and a Target CPM. A Javascript code / Passback Ad Code will be generated, which you'll embed or add to your website.