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Google Inc. (GOOGL) To Unveil Buy Button To offset, Inc. (AMZN) Dominance On E-Commerce

Google Inc. (NASDAQ:GOOGL)’s push to boost its e-commerce side of the business will see it unveil a new ‘buy’ button similar to the one embedded on, Inc. (NASDAQ:AMZN)’s marketplace. During an interview on Fox Business, Kantar retail Research, Bryan Gildenberg, reiterated that Google will look to use the ‘buy’ button to bolster its numbers in form of search traffic.

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Google Inc. (NASDAQ:GOOGL)’s shopping tool has always referred shoppers to other merchant’s websites via links a model that the search giant will seek to change to keep users longer on its pages.  The move by Google comes at a time when, Inc. (NASDAQ:AMZN) has been bolstering its efforts as it seeks to offset Google dominance on advertising business.

“It is big deal for Google Inc. (NASDAQ:GOOGL) long term and I think that a lot of what they have been trying to figure out is how to recapture shopping search traffic. If you think about shopping it is about two things; it’s searching for stuff and buying things,” said Mr. Gildenberg.

Google Inc. (NASDAQ:GOOGL)’s buy button will reportedly allow people to buy goods directly from a number of retailers directly from its search page instead of having to go through, Inc. (NASDAQ:AMZN) website.  The search giant will not resort into building vast warehouses of goods as Amazon, but will simply act as a front end for selling goods from retailers.

“Today a lot more people are starting that search process for shopping on Amazon and not on Google Inc. (NASDAQ:GOOGL). So anybody that starts to occupy that sought of search space in people’s mind is a competitive threat to Google. I think Google is trying to find a way to introduce some mechanics into the process to offset that,” said Mr. Gildenberg.

Many online retailers competing against, Inc. (NASDAQ:AMZN) hand in hand will reportedly jump into Google Inc. (NASDAQ:GOOGL)’s ‘buy’ button as it will help offset Amazon’s dominance on online transactions. Gildenberg also expects such a move to result in the prices of goods dropping as the level of competition  in the space will have improved hindering one player from operating as a monopoly.

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