As part of its ongoing rivalry with Amazon, Google has begun highlighting low prices in some of its product search results. The company is testing a feature designed to provide users with access to special deals and helpful pricing info. Some searches steer users toward merchants that list products considerably lower than others. “For a recent search for a KitchenAid mixer, for example, Google highlighted that Macy’s $299.99 price was 14 percent lower than average,” notes The Wall Street Journal. “The notations are added to items in so-called Product Listing Ads that typically include pictures.” While merchants bid to include products in these ads, Google adds the price notations independently, free of charge.