Google has recently increased the visibility of its marketing of the Android ecosystem and its capabilities, particularly with regard to Samsung. The most recent instance is a US-based Amazon brand/store page dubbed “Devices with Google.”
This is different from the Made by Google storefront in that it only features Android phones from various partners, as opposed to Pixel, Nest, Chromecast, etc. Google Duo with its foldable improvements, YouTube, and Google Maps Live View are displayed on the cover.
Strangely, there is no mention of “Android” on this Amazon shop page; instead, the emphasis is on the Google services and apps that are built on top of the mobile operating system. The “Google | Samsung” advertisements do not use the Android brand either, yet they were promoted on Android’s social media platforms.
With Google pointing out the “built-in” nature, there are three tentpoles. Fast lookup through the homepage bar with voice queries—noticeably “Google AR” and not “Google Lens”—as well as Assistant are available for search.
“Google Apps built-in” refers to Workspace’s Gmail, Google Pay, Google Password Manager, and Chrome. The final components of Google Security are Play Protect, Kids Space, and maybe Family Link, as well as Google Account settings.
Moving on from the Home section of the Amazon marketplace, Devices with Google shows off four OEMs and gives an interesting summary of each:
OnePlus: The best of Google security meets extra fast processing power.
Matching security with performance is a bit generic, while “processing power” is pretty the same across the board with flagships at this point.
Samsung: The best of Google personalization meets striking design.
A possible Material You reference with clear hardware design emphasize .
- Highlighted phones: S21 FE, S22, S22+, S22 Ultra, Flip 3, Fold 3, A12, A13, A53
Motorola: The best of Google simplicity meets uninterrupted performance.
Alluding to the mostly stock nature on Moto devices.
- Highlighted phones: Razr 5G, Moto G Stylus 5G, G Pure, G Power, G Play, One 5G Ace, Edge, Edge +
Pixel: The helpful Pixel phones by Google.
“Helpful” is definitely the branding Made by Google uses to describe itself
- Highlighted phones: Pixel 6 and 6 Pro.
After searching on Amazon, we initially came across Google’s store page as a “sponsored” banner above a list of products. The carousel’s opening item was “Shop Google Mobile Services.”
It’s intriguing that Google feels the need to market in this way; the company wants to ensure that Android phone buyers select models with Play services by getting in front of them. That’s not the main problem here in the United States, but things might always alter later on and elsewhere.
It’s unlikely that the lack of the “Android” name is due to Google’s decision to stop supporting the core development of the mobile OS, but it could be a sign of a branding change that puts more emphasis on the first-party services that Google offers.