Google (GOOG)(GOOGL) and Walmart (WMT) are coming together to offer customers the ability to purchase Walmart products through a Google Home voice-controlled speaker. Customers will just need to say, “OK, Google,” followed by the product they need to buy. Thereafter, Google will filter and display the products that match the customer’s demand.

Image Source: Google (screenshot)

How the Google Home voice plans will take on Amazon’s Alexa

Starting in September, Walmart customers will be able to link their accounts to Google Express and order through Google Home voice commands or through Google Express. In addition, Google will be able to refine the experience by linking the Walmart customer’s history.

With the partnership, Google is looking to compete with Amazon’s growing dominance in the online space. According to research firm eMarketer, Amazon’s Alexa is leading the U.S. voice-controlled device industry, with Echo devices capturing 72.2% of the market in 2016, compared to the Google Home gadget’s 22% share of the market.

To make itself more competitive with Amazon, Google Express is also scrapping its $95 a year membership, under which shoppers are eligible for free delivery within one to three days on orders if the purchase is above the store’s minimum.

“The membership was getting in the way in terms of the amount of friction in the experience,” said Brian Elliott, general manager of Google Express.

Google unveiled the shopping feature on Home in February, allowing customers to order essentials from over 40 retailers, such as Target and Costco, under the Google Express program. A unique ability that both Google and Walmart think will give them an edge is the ability to create a reusable shopping list specifically for items needed regularly at home. Walmart has therefore integrated an “Easy Reorder” feature into Google Express. Walmart’s head of e-commerce, Marc Lore, said the feature is already receiving good traffic as the company is witnessing “nice repeat” business from the “Easy reorder” service.