Foreword
Amazon has officially withdrawn from the Google Shopping auction, and it’s a development that’s already stirring interest among advertisers. Whether you're managing campaigns for an e-commerce brand or running Shopping ads at scale, this change could have important implications for performance, competition, and strategy.
Since Tuesday afternoon, Amazon has been completely absent from the Google Shopping auction across our dataset. We track around 13 million impressions daily, and up until now, Amazon consistently appeared in roughly 30% of auctions across our client base.
To see them suddenly disappear is significant. Their exit has created a noticeable void in the auction landscape and it's one that could affect advertisers differently depending on sector, budget, and vertical.
Amazon is one of the biggest players in Google Shopping. Their presence in the auction typically drives up cost-per-clicks (CPCs) and can influence impression share, visibility, and click-through rates for other advertisers.
With Amazon out of the picture, for now, we might expect CPCs to drop, especially in categories where they were the primary competitor. However, so far CPCs have remained steady. This may be due to other advertisers moving in to fill the space, or because the system hasn't fully adjusted ye
This development is a rare opportunity to reassess performance in a (temporarily) less competitive landscape. Here are a few things to consider:
1. Review Auction Insights
Check whether Amazon was a frequent competitor in your auction insights. If so, monitor impression share and ad rank closely, you might see shifts in performance that can guide strategic changes.
2. Audit Campaign Segments
Focus especially on product groups or categories where Amazon was likely dominant. Analyse whether you’re seeing increased exposure or engagement, and whether CPCs or conversion rates are shifting.
3. Explore Budget Reallocation
If your campaigns are seeing better visibility or lower competition, consider testing budget reallocation towards Shopping or Performance Max to take advantage of the changing landscape.
4. Monitor Closely Over the Next Few Weeks
Whether Amazon’s exit is permanent, a test, or simply a technical blip remains to be seen. Keep a close eye on performance data and stay nimble with your campaign management.
While Amazon has pulled back from Google Shopping in the past, often temporarily, this move feels more deliberate. The timing could be connected to internal shifts in their advertising strategy, or a reallocation of budget toward Sponsored Products within their own ecosystem.
Alternatively, this could be part of a broader testing strategy. Amazon has increasingly prioritised its own marketplace over external acquisition, and pulling out of Google Shopping could be a way of re-evaluating ROI across paid channels.
For now, Amazon’s disappearance from Google Shopping auctions presents an unusual but valuable moment for digital marketers. Whether you're seeing improved visibility, greater impression share, or no change at all, this is a situation that warrants attention.
Need help analysing the impact on your campaigns? Don’t hesitate to get in touch.
