Google is looking to experiment with a "buy now" button that would allow browsers to shop directly through the search engine, without having to visit a retailer's own website.
According to a report in the Wall Street Journal, the search giant is seeking to compete directly with Amazon, which offers a "one-click" shopping service .
Searching for a product on Google currently brings up a a number of links through to retailers selling the product. People familiar with the discussions say that Google is now looking to add a buy button to its own pages, allowing customers to buy directly through the search engine. However, the purchase would still be made through the relevant retailer, who would then handle shipping and delivery.
The report said that retailers are thought to be wary of the plans, fearing the move would lead to greater price competition, and a lack of control over displaying their products.
A Google spokesperson told the WSJ: "We continuously explore and test many ideas for improving the experience for consumers. We don’t have anything to announce."
In October this year, Google chairman Eric Schmidt described Amazon as the company's biggest search rival. He said: "Many people think our main competition is Bing or Yahoo. But, really, our biggest search competitor is Amazon. 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."