On a related note, see Yes, there's a tech bubble: Google Shopping Express proves it (Network World) and Can “Instant” Become a Viable Business? (Re/code)
"Google’s approach differs from that of Amazon and other big retailers. Instead of relying on warehouses full of merchandise, Google is using a fleet of couriers who collect products from local stores, sort and bundle them and deliver them within a three- to four-hour window selected by the customer. Delivery is free for subscribers to Google Shopping Express, and costs $4.99 per delivery, per store for others. Membership is free for the first six months. Google has not announced what the subscription fee will be.Google and Barnes & Noble Unite to Take On Amazon - NYTimes.com
Google has said it plans to expand its delivery service to Brooklyn and Queens."