Iconic retailers including Walmart, Target and Costco have teamed up with Google for a new solution challenging Amazon Prime. Google Express will offer the same delivery advantages, but without the US $95 annual charge.
Traditionally archrivals of Amazon, major retailers like Walmart, Petsmart, Walgreens and Target have partnered with Google and will operate under the banner Google Express as a common solution against e-commerce powerhouse Amazon.
Google Express is an e-commerce shopping and shipping service, similar to Amazon Prime, but minus a paid subscription. Google recently decided to waive the US $95 annual fee for free express deliveries, provided the order meets the minimum threshold for free shipping from those retailers participating – it’s a tactic Walmart.com says has worked well for it this year.
Google Express’s new ad campaign will feature heavily on YouTube, Google’s display ad network, Android TV and social media channels as well. The campaign will make it clear that its free shipping offering via Express and voice ordering via Home are available through other retailers too, provided consumers link their accounts to Google services.
The ad attempts to appeal to the softer more human side of consumers, not the traditional qualities associated with Amazon. The video below features humans asking other humans to order things for them, mainly because the person asking is far too busy themselves.
The solution comes as Amazon and Google battle it out on the living room floor, or just about anywhere for that matter, where consumers can make purchases online. Google is currently working on the new generation of its Home smart spreakers, one that will come with a screen, to rival Amazon’s Echo Show, which enables users to view Amazon video content, video flash briefings, see music lyrics, security cameras, photos, weather forecasts and more. In fact, to prove it means business, last month Google pulled its YouTube service from being accessible on Amazon’s Echo Show device, saying the device didn’t meet the standards for its app.