by Kevin Coupe

Advertising Age reports on a new ad campaign directly targeting Amazon - though 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 serves as a platform for a number of retailers that can offer Amazon Prime-like service without a paid subscription.

You can watch the ad above … it is probably just an opening salvo in what will be a sustained battle for the consumer.