Google Fights Back Against Amazon with Buy Button

google wallet shoppingGoogle is exploring the possibility of launching a buy button and other integrated shopping features in an effort to bolster its eCommerce offerings and provide more competition to Amazon.

Google has reportedly approached several retailers regarding the introduction of a Buy button within its Google Shopping search results, according to the Wall Street Journal. Currently, Google Shopping directs users to retailers websites, rather than letting them buy directly from search results.

The Buy button would be a push back against Amazons one-click ordering feature which has been integrated into off-site commerce ads and enables users to enter their credit card and delivery information once and be able to make future purchases seamlessly.

Google is also considering a marketing program that would enable partnering retailers to offer two-day shipping for products purchased via Google Shopping, an obvious attempt to emulate Amazon Primes one-day shipping. Other shopping services such as ShopRunner offer similar deals from partnered merchants.

According to sources familiar with the developments, neither plan has been confirmed by Google, with retailers apparently reticent to give up the control over customer experience that would come with buying direct from search results.

Eric Schmidt, CEO of Google, has previously referred to Amazon as the companys biggest search rival, particularly in product research, where US online shoppers are over three times more likely to use Amazon than Google.