Google is actively working on a one-click "Buy" button to keep users on Google's own site, and prevent them from moving over to another merchant, according to The Wall Street Journal.

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The news comes after Google is increasing seeing users search for products in Amazon or other merchant sites, and not on Google's search engine. Speaking to merchants, some seem interested in the new feature, other hesitant it will give Google too much control and negate the merchant's ability to show the item to the customer.

Stores are already set up on Amazon and other big ecommerce sites, but getting sales on their own site will increase revenue, as it removes the Amazon fee per sale.

Having the "Buy" button could encourage users to buy the product on the search engine, instead of on the merchant's site, although analysts question how many customers will blindly buy a product, without viewing it and checking the description.

Google will most likely add more description to the product, alongside reviews, photo and other relevant information. This should be good for most customers, even though a few will want to check out the site.

Amazon already offers a one-click service on its store, allowing users to skip the payment and delivery sections. The feature has been useful for some users, but others like overlooking shipping prices, before paying.

Google has wanted to find a route into Amazon's ecommerce success, without opening their own store. The "Buy" button might be a good start, but it is unlikely to change users interest on what Amazon has to sell.

TagsAmazon, one-click buy, ecommerce, online shopping