Read this I am not surprised that Google had not done something like this much earlier. I guess previously they did not want to ruffle Amazon's feathers, but for some reason now they don't care.
I think the online shopping experience still has some room for improvement. Google probably is in the best position to do that – they are really good at making easy to use consumer products. I just think they really need to tighten up the overall Android experience in order to properly pull it off.