Google has confirmed the “buy button” in Google Shopping results, and its launch is “imminent.”

Omid Kordestani, Google’s Chief Business Officer confirmed the buy button in their shopping ads while speaking at the Code Conference on Wednesday.

“There’s going to be a buy button. It’s going to be imminent,” Kordestani said onstage at the Code Conference Wednesday.

Kordestani described the product launch as a way to remove friction for users so they buy more things online. Some 90 percent of commerce is still offline, he noted.

Rumors of the “buy button” in Google’s Shopping Ads (now officially known as Product Listing Ads) first surfaced earlier this month with a speculated launch date in of a few weeks.  The button is seen as a direct attack on Amazon’s popularity but also as a way for searchers to purchase directly from the Google search results, without even having to go to the seller’s site. The transaction would be entirely conducted on Google’s pages.

The buy button is also hoping to take advantage of impulse buyers, similarly to how Amazon tempts people with impulse buys, particularly with the Prime service.

The credit card information for the payment would be restricted to Google’s servers only, meaning those who are wary of sharing their credit card details with smaller or unknown sellers would only be sharing it with Google instead.  Google would also retain the credit card information to make future purchases faster.

Of course, some sellers are concerned about losing the personal service associated with handling the transactions on their own sites, however some could definitely see an increase of sales due to the convenience alone, when some potential buyers might just go straight to Amazon otherwise.  Google does share some details with the seller, however, which is believed to include the email address for future marketing.

Engadget is reporting that Google “went the extra mile to court retailers worried that they’d be cut out of the loop, but there’s no certainty that you’ll see a lot of big-name stores signing on right away.”  However, with Google being Google, it would be surprising to not see some big name retailers at least test out the new buy button to see if it increases sales.

The rumors reported that the “buy button” would be exclusively for mobile only, however there was no mention of this by Kordestani.

Update: A Google spokesperson sent me a statement about the new “buy button” ads, which also confirms it is a mobile only product.

“We’re focused on connecting retailers to consumers across screens, reducing the friction between finding a product and clicking to purchase. To simplify purchasing on mobile devices, we’re in the early stages of a project that allow users to purchase directly from ads on Google.”