Normally, Google has very few barriers to entry when launching a new service where an established competitor exists. They can easily reinvent the service or purchase the company. But in this case Amazon has an enormous lead and it is the clear leader in online product searches. Google with several major product flops under its belt, the jury is out on Google + (but no one in my circles has posted anything in weeks) – consumers, not antitrust investigators will determine the fate of Google's prime product.
Given the potential to strengthen their position in local, mobile, and display advertising and push their Google Offers services even further, the move is understandable. Whether logistic problems will be too much is an issue that will have to be determined.
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