Google's Rumored Target and Walmart Alliance Could Scare the Prime Out of Amazon

is reportedly working on a new shopping service to take on Amazon Prime
According to
, the new service (which is being referred to as "Google Shopping Express") will retail $64 or $69 a year, making it considerably cheaper than Amazon Prime, which sells for $79.99 a year. It will also provide subscribers with a same-day delivery option from Target
, Walmart
, Walgreens
and Safeway
. There will likely be an additional charge for those who choose same-day delivery, but consumers may not care during the busy holiday shopping season. When Little Timmy's stocking is unstuffed and Santa is scheduled to arrive in 48 hours, parents may be willing to pay whatever Google charges. It is not yet clear what other perks, if any, Google may offer with the service. Amazon has used its
growing video collection
to lure potential customers to Prime, knowing that subscribers will not simply watch the old TV shows and dated movies -- they will shop more frequently. The retailer has also used the
Kindle Owners' Lending Library
to lure subscribers. Google could compete with Amazon by offering a few freebies or extras of its own, such as paid YouTube content. While YouTube videos are currently free, the company is expected to
offer a paid subscription service
this spring. It is not yet clear what the subscription will include, but rumors suggest that Google aims to offer original programming that is similar to Netflix
. The search engine giant may also offer discounts on its Groupon
clone, Google Offers. It is not yet known when Google will launch the Express Shopping service, but it isn't likely to happen just yet. Expect the company to save its unveiling for the
shopping season, AKA November 2013.
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