Google are launching product comparison functionality to their ever growing list of services.

The news will be particularly unwelcome to the masses of price comparison sites currently available including MoneySupermarket and Confused.

The service will integrate with their search platform and allow users of Google to compare prices for services such as Loans and Insurance without leaving Google.

This step is likely to cause some concern among some of the large price comparison sites due to their huge daily advertising spends they have with Google.

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