Retailers join Google search program to fend off Amazon

Alfred Osborne
March 19, 2018

Google is working with a range of top retailers on the new effort, including Target, Walmart, Ulta Beauty, Costco, and Home Depot.

These companies (and any others willing to take part) can index their catalogs with Google in search, and have their products show up in search whenever someone searches for stuff to buy.

According to Reuters, speaking to Google's President of Retail and Shopping, Daniel Alegre, mobile searches on Google's platform that look to find out the availability/ location of products have increased 85% in the past two years.

So far, Google is encouraging companies to see it as an ally against Amazon.

Google has launched a new program called Shopping Actions that will allow users to purchase items through Google search and Google Assistant. For Google, instead of receiving an ad fee, the company will just take a cut of the sales that are subsequently generated. "We see ourselves as part of a solution for retailers to be able to drive better transactions. and get closer to the consumer".

For example, a shopper looking for sneakers on Google on his phone can see a retailer's listing and add that to his Google Express cart.

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Smart voice devices like Amazon Echo and Google Home will be installed in 55 percent of United States households by 2022, according to Juniper Research, as pointed out by Reuters.

Walmart and Target were both already partnered with Google on voice-based shopping, which includes integrations with Google Express and Google Assistant. The program is open to USA retailers of any size. Ulta sells makeup and skin care products from brands such as MAC, Estee Lauder and Clinique.

Analysts said that the program will help retailers fight back against the dominance of Amazon.

Smart voice devices like Amazon Echo and Google Home will be installed in 55 percent of US households by 2022, according to Juniper Research.

Those partnerships, and the new program being introduced today, also allows retailers to increase shopper loyalty by supporting things like 1-click re-ordering, personalized recommendations, and basket-building, says Google.

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