One thing that could give Google a real edge in this area according to research recently conducted has to do with its search function. It turns out that twice as many people search for products on Google rather than Amazon, which means that Google is already a part of the process in a lot of ways and if these users found purchase options on the platform itself than this might save them a step and take a lot of customers away from Amazon.
A lot of analysts said that Google has been lagging behind in this area, especially when the pandemic came around and online shopping became a lot more popular. However, even if Google has been playing catch up in the short term, in the long term the tech giant might just end up looking into a lot of ways to edge past the competition. One might even go so far as to say that Google has the upper hand here, and that Amazon might want to take Google’s eventual foray into account for their future planning.