Search engines were one most of the lucrative and promising industries just the other day. There is already competition to Google and Yahoo from unexpected quarters. Alexa, a subsidiary of Amazon.com that is best known for its traffic rankings, on Monday unveiled Alexa Web Search Platform, a set of online tools for searching, indexing, computing, storing and publishing vast quantities of net data. Developers and Students can use the tools to develop their own customized Web Search engines. The potential is huge as the generic search engines usually dont crawl or retrieve searched beyond generic sites. Vast amounts of data still remain un-indexed. For a company/user who wants depth and not the breadth of searching capability there seems to be a way to build a customized search engine. However, crawling and indexing, organizing is still an expensive task and one is interested to know how Alexa can overcome this.