Google is reportedly shopping around with multiple retailers and shipping couriers in an effort to create a service that would compete with Amazon's Prime one-day shipping option. Google could even offer same-day delivery on certain items, which would actually be better than Amazon's offering.

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The way it differs to Amazon, is Google's service would not have them selling items directly to the customer, but rather allow them to handle the delivery process through deals and companies such as UPS and local couriers. When a customer is checking out at a particular retailer, Google's system would kick in and offer expedited delivery services.

Google, according to sources, have pitched the idea to Macy's, Gap and OfficeMax, but none of the aforementioned companies would comment on the story. Amazon Prime launched in the US in 2005, with a flat fee of $79 per year, subscribers could opt for free two-day shipping for $3.99 overnight shipping on millions of items sold on their site.

Additional benefits include access to streaming movies and TV shows at no additional cost as well as access to the Kindle Owners' Lending Library, where Kindle owners could "borrow" books for free for a full month with no due date. Google plan to start a pilot program soon, where they hope to launch the service sometime in 2012.