At its Search On event today, $GOOG announced a number of new shopping-related features that include visual shopping, personalization and buying with the help of trusted reviews.

IMO, Alphabet is feeling the heat from $AMZN. Amazon’s ad business is a big success which generated $8.76B in the second quarter alone, growing +18% from a year earlier. More and more people are using Amazon as their primary search engine for shopping, not Google.

Thus it isn’t surprising to me that Google is focusing more on improving the shopping experience at its search engine. Maybe even an acquisition of a shopping discovery site like $PINS would make sense in the future.