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Chrome Extensions: A vehicle for Amazon and Pinterest to compete with Google?

Last Updated: March 13, 2017

Search advertising has swelled to become an industry worth over $35 billion annually, yet it is still heavily driven by text-based searches and dominated by Google. However as Google’s index goes mobile-first, consumers get to grips with voice search, and technology advances to avail of image identification in our predominantly visual culture, new opportunities are opening up for the competition. One such opportunity lies in the use of Google’s own Chrome web browser, which allows companies (including Google’s rivals) to develop and disseminate extensions to grow their digital footprint. This may not necessitate or even facilitate a seismic shift in the industry, if Google continues to provide a search product that responds best to a user’s query. Undoubtedly, Google remains the go-to location when consumers know what they want; but what if other providers could get in on the act earlier, by nudging consumers towards products they hadn’t thought of or never knew existed? What if consumers start to move away from text queries, and image or voice search become the norm? These are the questions Amazon and Pinterest are pondering as they look to break Google’s hegemonic hold on the market. This has seen both companies launch paid search products, but something significant has to give if consumers are to switch from the well-worn habit of reaching out to Google first. Intriguingly, recent moves suggest Amazon and Pinterest are prepared to use Google’s own Chrome platform to loosen the search giant’s iron grip on ad revenues, with what are at times aggressive tactics. Although some commonalities exist across both challengers, there is much to distinguish them too. We’ll begin with Amazon’s Chrome extension before moving on to Pinterest’s recently-upgraded offering. Amazon Assistant for Chrome Amazon’s Assistant tracks users as they browse other sites and locates opportunities to alert them of better deals on the same product over at Amazon.com. This feature looks something like this in action: No doubt, this is an overbearing approach designed to have the maximum disruptive impact on a consumer’s experience, diverting their path to purchase towards the comfort of Amazon’s one-click purchases and free deliveries. And all at a lower price, too. There are reports of some websites blocking the extension and, in the pettiest of cases, ensuring that low quality images of products are used when a consumer adds them to their Amazon wish list, in the hope of dissuading them from finishing the purchase there. However, the damage may well be done by that stage. Digital consumers vote with their fingers, and people tend to follow where the best deals are. Where this gets particularly fascinating for those of us in the search industry is when we apply this Chrome extension to…

Source: Chrome Extensions: A vehicle for Amazon and Pinterest to compete with Google?

About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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