How Amazon Became Google's Biggest Search Rival

- Leadership - Oct 15, 2014

Forget Yahoo, Bing and Ask, e-commerce heavyweight Amazon is Google’s biggest competition in the search domain according to its Executive Chairman Eric Schmidt.

According to the Financial Times, Schmidt, speaking in Germany, was concerned at the regulations imposed on Google compared to other internet companies like Amazon and social networks that also command huge audiences.

Such is the comprehensiveness of Amazon’s online shop, consumers are more likely to go direct to its website and search for products internally, rather than use main competitors Bing and Yahoo.

In his speech in Berlin Schmidt said: “People don’t think of Amazon as search, but if you are looking for something to buy, you are more often than not looking for it on Amazon. They are obviously more focused on the commerce side of the equation, but, at their roots, they are answering users’ questions and searches, just as we are.”

READ MORE: Two Reasons Why Amazon Offers the Best Personalised Customer Experience

Google has recently been the subject of an anti-trust probe in Europe following concerns that its 90 percent share in the search market is overbearing.

The travel industry has also been complaining about Google dominance. Schmidt continued: “People wanted direct answers, with fewer clicks. So we created Flight Search -- and now you can quickly compare prices and times from different airlines right from the results page.

“This issue of providing direct answers to questions is at the heart of complaints being made about Google to the European Commission. Companies like Expedia, Yelp, and TripAdvisor argue that it deprives their websites of valuable traffic and disadvantages their businesses.”

Schmidt went on to claim that the above companies were actually receiving more traffic via Google

The company is keen to make the point that it is not the only so called ‘gamekeeper’ of the web with the likes of Amazon dominating e-commerce.

Yet despite this Google continues to step up its own online shopping features by enhancing its product listing adverts to include descriptions and reviews. Could Google in fact become the biggest rival to Amazon? 

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