Google's secret weapon against Amazon has been here all along


Nest Labs CEO Marwan Fawaz during an event, in San Francisco.
Nest Labs CEO Marwan Fawaz during an event, in San Francisco.

Image: AP/REX/Shutterstock

Google might soon reverse one of its biggest hardware decisions.

The company is reportedly thinking about bringing Nest, and its portfolio of smart home devices, back into Google, in an effort to beat out Amazon’s increasing dominance in the space.

The potential move, which was reported by The Wall Street Journal, would bring Nest closer to Google’s other hardware teams.

If it goes through, and it’s not clear if or when it will, the move would essentially reverse the company’s 2015 decision to separate Nest from Google and instead put the smart home gadget makers under parent company Alphabet.

Such a plan would certainly make sense on a number of levels, though. Besides allowing Google a better chance to compete directly with Amazon, it would give Google an opportunity to unite all of its hardware efforts. 

Nest’s engineers could work more closely with the teams behind Google Assistant, Pixel phones, and Google Home. While Nest’s products are currently compatible with Google Assistant and Amazon’s Alexa, in the long run, bringing the these teams together could result in more integrations between the products.

A Google spokesperson declined to comment.

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