Google is apparently testing a new feature across its YouTube video platform that incorporates product prices and recommendations.
Video viewers will be able to see related products and price information beneath videos and will be able to purchase products directly.
According to information obtained by news source The Information, Google has also begun to add retailers to its rebranded Google Shopping marketplace.
The move follows that of many of the company’s competitors such as Facebook and Pinterest, which have been successful in rolling out integrated shopping features.
Nike was among the first to test the new product recommendations. Similarly, cosmetics firm Ulta Beauty was able to increase purchases using the new feature.
Although it’s not entirely clear when the features will officially roll out, the addition could present competition for Amazon.
Google is due to announce new features at the Google Marketing Live event on 14. May, which could focus on the launch of product recommendations and product integrations on YouTube.