Let A and B be Banach ALGEBRAs, α , β ∈ Hom(A, B), α ≤ 1 and β ≤ 1. We define an (α , β )-product on A× B which is a strongly splitting extension of A by B. We show that these products form a large class of Banach ALGEBRAs which contains all module extensions and triangular Banach ALGEBRAs. Then we consider spectrum, Arens regularity, amenability and weak amenability of these products.