Google is about to launch a new service that would directly rival Amazon. The search company is reportedly spending $500 million to expand the Google Shopping Express.

The service was introduced late last year but it's only this year that Google is advancing the grocery delivery service. This makes Google and Amazon head-to-head now when it comes to shopping.

Amazon has always been the top e-commerce site while Google is still the number one search engine. The former has revolutionized and changed the shopping industry, together with eBay. Google tried to join the game with the Google Checkout and Google Wallet but has yet to prove their success.

The Wallet and Checkout help the shoppers buy goods through Google but people still prefer Amazon for online shopping. When a person wants something, the tendency is to go to Amazon right away (or eBay) to get a better deal.

Meanwhile, Amazon is rapidly expanding its many services. It has started to deliver fresh groceries in some cities in the United States. Because of the many improvements, Amazon has more searches now on its website instead of coming from Google.

There seems to be a silent war between the two companies when it comes to search. Amazon isn't buying Google's product listing ads. Google obviously puts is services on top of Amazon on the web. For the shoppers, it's either they search on Google first or go to Amazon immediately.

Google is expected to roll out the Google Shopping Express completely anytime soon.

"You can very much expect that we are putting a lot of money into this and we're excited and willing to sustain that investment over time as this gets going," Google Shopping Express head Tom Fallows said.

The company has started to market the new service, ready delivery vehicles, and hire workers to prepare and deliver the goods.

Google is now clearly giving in to the demand of the people by helping them get the actual product instead of only pointing them to a website or location.

We have been displaying to shoppers information about locally available listings for five years. And throughout that time, shoppers had really interesting feedback: 'Thanks, Google, but now you're not helping me do anything about getting that product today,'" Fallow further shared.