Google has launched its new program Shopping Action that allows retailers to sell their products across Google Search, Google Express shopping service, the Google Assistant app, and via voice shopping on smart speakers such as Google Home.

The new program is set to challenge Amazon’s hold on the market by giving consumers the ability to purchase products using any forum they choose, with Google set to take a percentage of each sale made through the program.

It is hoped that the universal shopping chart – which will be connected across all channels – will help retailers generate more sales, with shoppers being able to add items to their carts after searching for them via the Google search engine.

In what is thought to be a threat to Amazon’s hold on product discovery, the search engine initiative also allows consumers to link customer loyalty accounts via Google to offer personalized results based on their preferences.

Top retailers such as Target, Walmart, Ulta Beauty, and Costco have already partnered with the digital giant on the new program.