Amazon answers back with own lawsuit against IBM denies it violated IBM patents in building its massive retail Web site, and it instead alleges IBM infringed on Amazon's technology to improve its own offerings, according to an Associated Press report.

The Associated Press report said in counter-suits filed in federal court in Texas, Amazon says IBM's previous legal claims of patent infringement are a meritless and misleading attempt to cash in on its vast patent holdings and Amazon's success.

'IBM's broad allegations of infringement amount to a claim that IBM invented the Internet,' Amazon's lawyers wrote in the filings.

IBM did not return a phone message seeking comment, the report said.

Amazon, which this year will sell $10 billion (7.6 billion euros) worth of everything from books and CDs to pet supplies and jewelry, is accused of infringing on five IBM patents. IBM says the technologies covered by the patents govern how the site recommends products to customers, serves up advertising and stores data.

In its counterclaims, Amazon denies the allegations and says IBM violated five of Amazon's patents for ventures including IBM's WebSphere business software.

The counter-suits also claim IBM's lawsuits 'represent a belated attempt to tap into this dynamic new industry by an old company built on business principles and innovations of the past.'