The inclusion of a ‘buy now’ button next to product pages in search results would permit searchers to place the item in a shopping card and check out with one click. To be sure, Google doesn’t intend to open its own warehouse filled with products. The sales would be fulfilled through third-party retailers.
Another area in which Google intends to compete with Amazon is through a Prime-like subscription service that would offer shoppers free two-day shipping with select retailers for a yearly fee.
It’s within Google’s rights to do those things within the United States, but I don’t think we’ll be obtaining answers to those queries any time soon. According to the Wall Street Journal, Google has not confirmed whether or not it's moving ahead with these plans.
Data from research firm Forrester indicates that in the last quarter, 39 % of shoppers within the us began their product search on Amazon, whereas only 11 % began their search through a traditional search engine like Google.
Google could potentially grab a larger share of that audience if it offered the ability to buy products directly from the SERPs. If these plans come to fruition we certainly won’t be able to take advantage of Google’s buy now button during this year’s festive holiday season.