Google Is Out To Destroy Amazon, Builds Alliance With Retailers

At this point, it’s safe to say that Amazon has absolutely transformed the modern retail industry and shopping habits. That’s why so many traditional brick and mortar stores have been forced to close up shop or get bought by Amazon itself. Google is intent on stopping this hulking merchant giant in its tracks by building an alliance powerful enough to go up against Jeff Bezos’ monster.

This alliance is basically a result of Amazon practically stepping on every single member’s toes, Recode reports. Google wants to cut in on the online retailer’s smart assistant business while traditional retailers want to take back some of the ground it lost to Amazon. One of the ways they intend to do this is by expanding a delivery partnership that has been in a test phase, until now.

In this new setup, Target has become a new partner that will be using Google’s voice-shopping project. Google Home owners will basically tell the speaker to order something online, which is similar to how the Amazon Echo works.

This new development follows a similar signed deal by Walmart and Google nearly two months ago. That deal basically adds hundreds of thousands of products to the service, which is exactly what Home Depot did, as well.

What these traditional retailers and Google are trying to do, is basically to capitalize on what they consider to be the future of commerce. With consumers being what they are, the convenience of simply telling their speakers to order stuff will likely be too appealing not to catch on. If Google can simply take this space away from Amazon, the alliance can finally start fighting back against Bezos.

Just to make the voice-shopping service more appealing Google even got rid of the yearly membership fee of $95 a year two months ago, the Chicago Tribune reports. It seems the search engine firm and traditional retailers are simply itching to give Amazon a taste of its own medicine.