Anti-Amazon Alliance Ad Unites Google, Walmart, Target, Costco and More


A new ad campaign is targeting Amazon, albeit not by name, by linking historically fierce competitors such as Walmart, Target, Costco, Walgreens and PetSmart under the banner of Google Express.

The ads on YouTube and other social channels, Google’s display ad network and Android TV show people grasping for details about what they want to buy. The common solution in the end, driven home by a swirl of eight retailers’ logos, is Google Express access to lots of online stores that aren’t called Amazon.

Google Express is an e-commerce shopping and shipping service that’s similar to Amazon Prime but without a paid subscription. Google recently waived the $95 annual fee for free Express deliveries, provided the order meets the minimum threshold for free shipping from participating retailers, a tactic that’s worked well for Walmart.com this year.

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