Amazon has left Google Shopping. Thus, without warning, the brave.
A decision that we can perfectly value in Millions of dollars of advertising budget and causes a considerable earthquake in the way of advertising in the reference search engine. Now it's time to analyze what happened … and what can be its global impact.
No matter what you are looking for, there are no Amazon results on Google Shopping
You can check it right now, if you want (don't close us, eh: P). You can try to look for “coffee maker” in Google. Or “Nike shoes.” Or “Amazon digital camera.” Or “Alexa”, Amazon's intelligent device. Whatever you want. None Of the typical product searches with transactional intention in which Amazon used to appear the leg between Google Shopping results shows anything related to the popular Marketplace.
And it doesn't matter how you do the search directly from the Shopping section. The result is the same:
Google Shopping results for the search “book Juan Gómez Jurado”
And in fact, the name “Amazon” does not even appear among the immense list of available stores For any search you do:
A full rule
Ok, but then … what happened between Amazon and Google Shopping?
We are not going to award me merits that are not ours. The first to realize this disappearance have been (and is logical) the companies that are dedicated to the noble art of Paid Search. So, Mike Ryan, from the company Smarter Ecommerce, He confirmed the feeling that he had already dropped on his account X last day 24. Amazon had left Google Shopping, suddenly, from one day to another, without a trace:
Amazon investment drop in Google Shopping
As you can see in the graph, Amazon maintained a dominant presence in the results of Google Shopping, with printing quotas ranging between 38% and 60% depending on the market. However, as of July 21, these figures collapsed, disappearing completely in an incredibly short period. This is not the result of a gradual reduction, but of a total and planned interruption.
In a post on LinkedIn, Josh Dugan, founder of the Vervaunt agency, explained that “in the approximately 13 million impressions that we monitor daily, we have seen Amazon disappear completely of the auction since Tuesday (day 22) in the afternoon. On average, Amazon appears in approximately 30 % of shopping auctions of our client base, which is an important change. The CPCs have not lowered, but it is certainly a fact that should be reviewed in your account data and that, in any case, it is worth watching closely ».
Eye. There is an important nuance. Amazon has left Google Shopping, But he has not stopped advertising on Google. As you can see in this search for “Alexa”, the online giant continues to hire advertising (“sponsored”) in the search engine for some terms:
Amazon still has sponsored results on Google
Why has Amazon from Google Shopping left?
Although Amazon has not issued a detailed official statement on this decision, as you will understand, sector experts have not stopped talking about the subject and, scratching, we could intuit some reasons behind this massive “blackout”:
A very clear could be the search for greater independence. It is evident that Google has been striving to generate a shopping environment, and with the Ai mode, Project Mariner and the Agentic Web Pending the corner, it would be not very surprising that Amazon was afraid of his future domain in the field of searches oriented to purchases. In addition, by reducing its dependence on Google as an intermediary for customer acquisition, Amazon seeks to strengthen its own ecosystem, where it has total control over user experience and purchase data. The ambition is that consumers start their purchase trip directly at Amazon.com, .de o .es.
Another, less likely, is economic. When retiring, Amazon could be reassigning that considerable budget to other channelsincluding its own internal advertising platform, Amazon ADS.
And of course, there is the possibility that it is a pressure measure to negotiate some kind of agreement, in the purest Trump style.
Ryan himself speculated in his LinkedIn account: «Is Amazon tired of financing its competitor Google? Is there any friction point related to Amazon's own advertising ambitions? Something related to AI? The efficacy of the Amazon channel? I don't think it's its effectiveness. I've been arguing that Amazon uses Google Shopping's ads like a Trojan horse: Google cannot avoid absorbing advertising income; It is too attractive, and yet there is a constant risk of Amazon stealing future searches for products and taking them to its own platform. Whatever the cause, the news of Amazon's departure will undoubtedly happy the competition retailers. However, it could be less exciting for brands and vendors, who often benefit from Amazon advertising in his name ».
Ok, and what does this change suppose for those who sell online?
If you sell online, and you campaigns in Shopping, it may be A (very) good news.
The Amazon output of Google Shopping auctions represents a significant change in the competitive panorama. First, it makes sense that this movement generates A reduction of CPCs (Cost per click) for vendors. The march of an actor as large as Amazon is less competition in auctions and should take (in theory) to a decrease in costs per click for other companies that advertise on Google Shopping.
In addition, those other companies will see an opportunity to win More visibility and printing fee In the results of Google Shopping, since one of the greatest competitors has abandoned the field. The second derived from this change? An increase in traffic from Google Shopping. See the name “Amazon” look between the shopping results throw a lot, especially if the search is a prime customer, for example.
In any case, the consequences of this movement can be multiple and unexpected. And some of them could be negative for Marketplace vendorsregardless of your advertising strategies. Although Amazon did not advertise products from external vendors directly on Google Shopping, Amazon's massive presence, in those ads attracted a large volume of buyers to the platform. Once at Amazon, these buyers could discover the products of third sellers. That is to say, There could be a slight reduction in the volume of completely new buyers arriving at Amazon Through this specific channel.
Obviously, there will be to see if this decision is consolidated and How Shopping evolves in the next few days. While Amazon is present at Google's general search ads, its withdrawal of Shopping ads marks a milestone. This movement reinforces the tendency of the great platforms to consolidate their power and direct traffic towards their own feuds. For Google, the loss of an advertiser of Amazon's stature will be a blow to its advertising income, although it will surely look for ways to compensate for it.
Image: Flux Schnell
