Google has officially launched its dedicated “Shopping” page in the US as it seeks to regain ground lost to Amazon.
Having first announced it was working on the service in May, Google has since been testing its new shopping service, which will allow users to purchase items directly from the platform rather than being redirected to a third-party retailer, in France.
Users who are signed into their Google accounts will be welcomed to the platform by name and will be presented with tailored suggestions using their entire search history for reference, alongside exclusive offers from retailers Google has partnered with.
Its new shopping page will also allow shoppers to select whatever brands, features and individual products they’re looking for, as well as read reviews and watch videos about the products.
Although it will attempt to direct customers to items it sells directly on its own platform, it does not intend to take after Amazon and begin building warehouses to stock products.
Items which can be purchased directly through Google will be marked with a blue shopping cart button, while other items will see Google direct customers to a number of especially chosen third party sellers.
If these recommended retailers fail to deliver goods on time, Google will provide a “Buy with Google Guarantee” on many items, promising to refund shoppers.
“These new shopping experiences let people shop and purchase frictionlessly right where they already turn to for research and inspiration: Search, Google Images, YouTube and a redesigned Google Shopping destination,” Google’s vice president of product management Surojit Chattarjee said in a blog post when the changes were first announced in May.
This comes as Google attempts to regain ground lost to Amazon in terms of searches, with the online retail giant now reportedly the go-to platform for users to search for items they wish to buy, ahead of Google.