Google Announcement, The End of Amazon?

Could recent announcements by Google mean this is the start of the end for Amazon.

Google recently announced that it is adding a buy button to its shopping results, this puts Google in direct competition with Amazon and eBay as an e-commerce merchant platform. Google's shopping platform has been successful for a long time now and has been an important part of many on line retailer's advertising strategy, however the addition of a buy button is a game changer. Shoppers will be able to complete the purchase on Google without having to visit the retailer's own e-commerce site.

From day one this will start to degrade Amazons business as sales are eaten away by consumers placing orders directly on the Google shopping platform. Consumers will start the shift over to Google shopping as it quickly becomes the place to buy branded good at the lowest price. Amazon is often the first destination for many shopper that are looking for the lowest price, but Google shopping could change this.

If sales do start to drop on Amazon then the focus of merchants listing their goods on the Amazon platform may not be as important to them. Many merchants will list on both platforms but for those that don't I would suggest that Google could be the first choice in the future. 

With its massive warehouses and infrastructure, can Amazon survive if Google takes away 20-30% of its sales in the next 2 years? Can Amazon survive if its profits from merchants sellers drops by half? And don't forget that Amazons warehouse and distribution costs are now also support by merchants through it's "fulfilled by amazon" service. Any impact to merchant sales will also impact Amazon's "fulfillment by amazon" service. If your Amazon sales on a fast moving product drops then will it still be viable for that stock to sit in Amazon's warehouse.  

If it isn't then end for Amazon then at the very least things are set to change and the Google Amazon war is getting heated.