I feel like this is more akin to the Ardennes counteroffensive than anything that is likely to work. Google has just failed so utterly at shopping so far. Heck, they've failed at damn near everything they've done in the past decade, and have completely killed off developer goodwill at this point. Amazon is just a much smarter company that seems to outcompete them at every turn.
"Google is trying retail now?" was my first thought.