Google Moves into Amazon Marketplace’s Turf

Google is positioning itself as a direct Amazon Marketplace competitor with a revamped e-commerce offering. Shoppers will have a personalized homepage on the existing Google Shopping tab, where they can filter results based on features and brands, read reviews, and watch videos about products.

For example, if a shopper is looking for headphones, they can filter for wireless and a preferred brand.

The blue shopping cart on the item shows shoppers they can seamlessly purchase what they want with returns and customer support, backed by a Google guarantee. This new shopping experience will merge select features of the Google Express e-commerce service with the Google Shopping online product search and price comparison platform.

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