How Google Is Getting In on Amazon's Territory in 2013

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Wired.com posted an article yesterday with the fairly dramatic title, "Amazon May Seem Unstoppable, But Google Is Powering the Counterattack."

The premise of the piece is that Google wants to get in on Amazon's online retail domination, and that they're in a unique position to do just that, seeing as Google essentially still runs the internet. Per Wired, "Google's increasingly aggressive effort to steal online retail from Amazon is turning into one of the most intriguing business battles of the year, and not just because of the sight of two behemoths pounding on each other."

Sensationalism aside, the article takes an interesting look at how some innovative startups are helping third-party sellers jump ship from Amazon and increase sales through Google search. Here are a few things we learned.

· Though third-party sellers are a big part of Amazon's business strategy, their set-up on Amazon's e-commerce platform is less than perfect. "What [Amazon doesn't] do is allow you to control your own brand" Eddie Machaalani, CEO of a startup called Bigcommerce, told Wired. No matter where a customer's order is actually coming from, most people will just think of what they bought as coming from Amazon.

· Additionally, big retailers already have online flagships, which means they don't need (or want) Amazon. What they do need is online stores that get noticed in search.

· That creates an opening for Google. For example, Machaalani's company Bigcommerce helps businesses build brand identity to attract shoppers to their own stores. Google search, of course, is a big part of how brands become visible on the internet.

· At the end of the day, customers just want their stuff. Per Wired, "They want it fast, for the lowest price possible and from someone they trust. And that someone doesn't have to be Amazon."

The full article is a little tech-heavy, but is worthy reading for any retail or e-commerce wonks out there. Head here to read it, and, as always, feel free to let loose in the comments.
· Amazon May Seem Unstoppable, But Google Is Powering the Counterattack [Wired]
· Nasty Gal and 7 Other Startups Who Are Disrupting Fashion [Racked]
· The 13 Most Innovative Fashion Companies [Racked]