Google Inc has become the latest online retailer to pull all products bearing the controversial Confederate flag from sale in the wake of last week's racially-motivated massacre at a historic black church in South Carolina.
Amazon, eBay, Wal-Mart and Sears have already announced their decision to ban sales of merchandise displaying the image of the flag, which many see as representing racism and slavery.
Thousands of people took to the streets in South Carolina's to protest against the Confederate flag that has become a target of anger following the shooting in Charleston.
The flag of the Confederacy, a blue saltier emblazoned with white stars on a red background, has flown near the state legislature in Columbia since the early 1960s when it was put up during the peak of the civil rights movement.
Those calling for its removal include the former presidential candidate Mitt Romney, say the banner is an inappropriate symbol because of its racist associations.
"We know what that flag symbolizes. We know the hate. We know the danger. It says stop. It says you are not welcome here. It says fear for your life. Take down the flag. Take it down," said Michaela Pilar Brown, a Columbia visual artist who spoke at the protest.
Dylann Roof, the suspect in the Charleston shooting, had a Confederate flag on the license plate of the car he was driving when he was arrested.
Barack Obama says that the United States has not yet overcome its history of racism and used a racial slur to highlight his point.
The church where nine people were murdered last week has reopened as the city shows solidarity with the congregation.
Dylann Roof, the suspect who allegedly killed nine black people in a South Carolina church, is pictured on his 'own' hate-filled website.