The second of FeedBurner's "slew of announcements'" is about Amazon Web Services.

Here's how the service works: FeedBurner detects your feed categories and then asks you to assign an Amazon store to any category for which you want to include the Amazon Associates program. For example, you might choose to associate the music store with your music category, DVD's with your Pop Culture category, and nothing at all with your Personal and Family categories. You, the publisher have total control over the frequency with which Amazon Associates links appear, and whether they should appear alongside really short posts or only very detailed posts.

FeedBurner then leverages the latest 4.0 release of Amazon Web Services to match your posts to relevant Amazon content for that store, and FeedBurner transforms that link and content from Amazon Web Services into a simple linked GIF tied to your feed item.

Sounds like a really interesting experiment. I'd love to hear feedback on people who use this feature. Posting advertising in RSS w/o explicit check-off from the publisher seems like a really tough nut to crack.