In a surprising move that sent shockwaves through the digital advertising world, Amazon has recently pulled all of its product advertising from Google Shopping. This isn’t just a temporary pause for now, Amazon has gone completely dark on Google’s Shopping ads in the UK, US, Germany, and other major markets. As of 23rd July 2025, their presence dropped from a dominant 60%+ share to zero.
So what does this mean for the rest of us for marketers, advertisers, and business owners looking to compete in the digital space?
What Exactly Happened?
Amazon stopped buying Google Shopping Ads worldwide, including free product listings, effectively vanishing from paid search results. This was not officially announced by Amazon or Google. Instead, PPC experts noticed the shift through auction data and reported it through industry forums and LinkedIn.
Why Did Amazon Do This?
Amazon hasn’t confirmed its reasoning, but digital experts suspect several factors:
- Cost Control: Amazon may be cutting down on its massive ad budget to increase margins.
- Testing ROI: Amazon might be running an incrementality test to see if users still find them organically without the ads.
- Strategic Independence: Amazon might be aiming to reduce its reliance on a rival platform.
- AI & Owned Ecosystems: With the rise of Amazon’s own Rufus AI and ad network, they may want to retain full control of the customer journey.
Impacts on Your Business
Here’s what this shift could mean for you, whether you’re running a PPC campaign or simply want to know how the digital ad landscape is changing:
1. Lower Cost-Per-Click (CPC) in Google Shopping
With Amazon out of the auction, CPCs for Shopping campaigns may drop, giving smaller advertisers a chance to win prime placements at a reduced cost. If you’ve previously struggled to compete, now is a great time to ramp up your spend.
2. Greater Visibility for Retailers and ecommerce Brands
Amazon’s absence leaves a huge gap in visibility. For retail businesses, this is a unique opportunity to appear where Amazon once dominated. Early adopters can capitalise before the competition catches up.
3. Diversified Ad Strategy is Now Critical
This move highlights the risk of relying too heavily on one platform. If Amazon can walk away from Google, marketers should consider spreading budgets across Google, Meta, TikTok, Amazon (if applicable), and other emerging platforms.
4. Brand Awareness & SEO Become More Important
If Amazon is relying on its strong brand and organic traffic, it reinforces the value of long-term SEO and brand loyalty. Investing in your own branded search terms and content could become even more important.
5. Retail Media Networks Will Gain Ground
Amazon is redirecting spend internally to its own ad ecosystem. Expect more brands to follow suit, putting more pressure on Google, Meta, and traditional ad channels. You may need to explore platforms like Amazon Ads, Walmart Connect, and others if relevant to your sector.
What Should You Do Now?
- Audit your Google Shopping campaigns: Look for drops in CPC or increases in impression share.
- Increase Google Shopping budget short-term: Take advantage of this rare window where Amazon isn’t bidding.
- Diversify your paid media: Add or scale other channels like TikTok Ads, Meta Ads, or even Amazon Ads if you’re a seller.
- Double down on SEO and branded content: If Amazon’s move proves successful, it confirms the power of organic traffic.
Final Thoughts
Amazon’s decision to stop advertising on Google may be temporary or permanent nobody knows for sure yet. But the ripple effects are already being felt. For marketing managers and business owners, this is a moment to assess your paid strategy, optimise your Google Shopping presence, and consider your position in an evolving digital ecosystem.
At Fly High Media, we help businesses navigate and thrive in times of change. If you want to take advantage of this opportunity or protect your performance during this shake-up, get in touch with us today.
