Alphabet Inc (GOOGL) Search Initiative Will Ramp Up Competition Against Amazon

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GOOGL – The tech giant is teaming up with a number of big retail names for a new search shopping ad initiative.

Alphabet Inc (NASDAQ:GOOGL) is teaming up with several major retailers in a push further challenge Amazon’s dominant position in the e-commerce space. The tech giant’s new initiative swill offer up more sponsored search results when consumers head to Google to research products they’re interested in buying.   

Engadget has the details on Google’s plans.

Google may be assembling a supergroup of big retail brands to go to war with Amazon over the future of online shopping. Reuters is reporting that the search engine is teaming up with Target, Walmart, Home Depot, Costco and Ulta for the new project. These companies, and any other willing participants, can index their catalogs on Google, which will show up when someone starts searching for stuff to buy. Naturally, rather than receiving an ad fee, Google simply gets a cut of the sales that are subsequently generated. This program is an extension of the existing Google Shopping ads that show up when you search for a product — they’re separate from the organic search listings, instead showing up in a dedicated shopping sidebar.

Google is calling the the new initiative Shopping actions, and it will be offered across the Google ecosystem. Customers that are searching for products on desktop, mobile, and even voice-controlled devices will now see additional sponsored ads that push its partners products.

The tech giant has noted that the new ads will not interfere with or impact regular search results that consumers may see while researching products.

Alphabet Inc shares rose $4.62 (+0.42%) in premarket trading Tuesday. Year-to-date, GOOGL has gained 4.43%, versus a 1.36% rise in the benchmark S&P 500 index during the same period.

GOOGL currently has a POWR Rating of B (Buy), and is ranked #15 of 50 stocks in the Internet category.

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