Yahoo! launched a new version of its Shopping site bringing comparison tools to content and product search. In addition to its new Holiday Gift Center which officially kicks off the online holiday season, Yahoo! Shopping launched the so-called precision browsing concept — a combination of category browsing and keyword-based searching — which, Yahoo! claims, will bring better quality to product searching by narrowing results based on product attributes.

This announcement follows our recent call for optimizing e-commerce sites in time for an early holiday season, projected by eMarketer to reach $16.7 billion of online purchases.