Google has been making a steady effort to transform its e-commerce platform into an Amazon competitor.

The tech giant has been trying to recruit more sellers to Google Shopping since it offered free item listings on the e-commerce platform and Google Search in April and eliminated commission fees for retailers who list and sell items directly through Google on Thursday, the company said in a blog post.

"These changes are about providing all businesses—from small stores to national chains and online marketplaces—the best place to connect with customers, regardless of where a purchase eventually occurs," Google Commerce President Bill Ready wrote in the post.