Target, Walmart, Home Depot, Costco and Ulta Beauty have all agreed to give Google a commission from purchases made, including those from Google Home devices and its Google Express shopping service. "Where can I find it?"
Google has launched a new program called Shopping Actions that will allow users to purchase items through Google search and Google Assistant.
The program is live now in the US and open to any retailer.
While it seems like Amazon continues to take over the online shopping every year, Google isn't going to just sit around and let that happen.
"We see ourselves as part of a solution for retailers to be able to drive better transactions. and get closer to the consumer".
At the moment, people asking Google where they can buy a certain product are very likely to be steered towards Amazon (amzn), where they will make their purchase.
For consumers faced with a surfeit of choices, the idea is to make online buying easier by giving them a single shopping cart and instant checkout - a core feature of Amazon's retail dominance.
For example, now you can search on Google for a scented candle, see a listing for a brand on Target, then add it to your Google Express cart. It also depends on whether Shopping Actions can really be a "seamless shopping experience" like retailers and Google are hoping it will be.
According to early results, the program has boosted the average size of customer's shopping baskets at the partnering retailers by 30%. That latter item is especially important to retailers, given that Amazon has tied voice shopping to its Echo devices, and has claimed the majority of market share in smart speakers for the time being.
Ulta Beauty's average order value has jumped 35 percent since partnering with Google, Chief Executive Officer Mary Dillon said.
Smart voice devices like Amazon Echo and Google Home will be installed in 55 percent of USA households by 2022, according to Juniper Research.
"This is just the beginning for Target and Google", he added.