Google will reportedly launch a buy button for users searching products through their mobile devices, thrusting the search giant into the online marketplace wars against behemoths, such as eBay and Amazon.

According to the Wall Street Journal, the buy buttons will appear alongside the paid sponsored search results often listed at the top of the search results when a user searches for a product. Those who click on the buy button will then be redirected to a new Google product page where they can pick out sizes, colors and finalize their purchases. The buy buttons will only appear for sponsored search results.

Google has not yet commented on the matter.

Google will initially be restricting the buy button option to mobile devices only. Entering personal information and choosing options such as sizes or colors or shipping methods can be a hassle for many on the smaller touchscreens of mobile devices. As a result, many shoppers are using apps to purchase items, driving traffic away from Google's lucrative search engine page.

The new buy button can be seen as an attempt to lure consumers back to Google's search page, where they can then buy what they want in an easier fashion. Google will store the customer's information for future usage, and according to those in the know, the information will not be handed over to retailers. Google will take the payment and then pay the company, meaning that some shoppers will see either Google or the retailer on their bills depending on the situation.

The move to introduce a buy button also comes at a time when mobile usage is on an upswing.

"In fact, more Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan," Google recently revealed in a blog post. "This presents a tremendous opportunity for marketers to reach people throughout all the new touchpoints of a consumer's path to purchase."

It's an obvious step for Google to take, and some retailers are already on board, including Macy's Inc. Others, however, are a bit hesitant at adding another middleman that could potentially take cents away from profits and take away from the gathered data that retailers receive.

"The retailers, who wouldn't voice their concerns publicly, fear such a move will turn them into back-end order takers, weakening their relationships with shoppers," reads the Wall Street Journal report.

There's no indication of when Google plans to roll out the buy button feature and whether or not it will eventually make its way to desktop-based searches.

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