Amazon has reportedly been in talks with several companies about potentially advertising their products on the eCommerce giant’s Alexa-powered Echo devices.

According to CNBC, citing several people familiar with the matter, companies including Procter & Gamble and Clorox have been involved in the talks. These discussions are said to have been centred on the idea of companies paying for higher placement depending on what a user searches for – very similar to how Google’s search works.

Getting top placement on voice searches is a priority for businesses, as people are more likely to select the top result than on the web, where they can scroll and view other suggestions.

Amazon already does a limited amount of advertising on its Echo devices, but the discussions would see the number of ads potentially increase greatly. The paid search product is expected to launch at some point this year.

News of the paid search discussions follows reports last month of Amazon experimenting with a variety of ad products across its portfolio in a bid to challenge Google and Facebook. These ad talks have been focused on the tech giant’s search and video products.