Google ups the ante in Amazon Marketplace competition

Google is introducing new features to make discovering, tracking and purchasing products easier.

The online giant, which has been refining its Google Shopping e-commerce experience in an effort to directly compete with Amazon Marketplace has launched its latest redesign. The new Google Shopping homepage is personalized so customers see product suggestions, as well as sections that help them reorder common items or continue their shopping research. When a Google Shopping customer is ready to buy, they can choose to purchase online, at a nearby store, or directly from retailers on Google.

A new price tracking tool allows customers to receive a notification on their phone when the price of a selected item drops. In the coming weeks, Google will also provide the option to receive price notifications through email.

Other new tools include a filter for nearby products which enables shoppers to find local stores that carry desired items and see if they are in stock. When customers are ready to check out, they can use the information saved in their Google account. 

Every order is backed by a Google guarantee, providing Google’s customer support and returns and refund assistance. 

Items that can be directly purchased on Google are marked with a shopping cart icon on product images and in search filters. The company is also pledging to offset the carbon emissions created from shipping Google Shopping orders.

“We redesigned Google Shopping to make this a bit simpler—it brings together shopping information across the web and from local stores so that you can easily research and buy what you're looking for,” Surojit Chaterjee, VP of product management and shopping at Google, said in a corporate blog post announcing the new features.