{"id":3690,"date":"2025-07-29T16:52:23","date_gmt":"2025-07-29T16:52:23","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=3690"},"modified":"2025-11-05T09:24:16","modified_gmt":"2025-11-05T09:24:16","slug":"amazon-stops-running-google-shopping-ads-globally","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/","title":{"rendered":"Amazon Stops Running Google Shopping Ads Globally"},"content":{"rendered":"<p><strong>Amazon, once a dominant presence in Google Shopping results, has abruptly lost visibility. Audience Key data shows a 31 percent drop in late July and an almost complete disappearance from organic product grids in mid-August.<\/strong><\/p>\n<p>Between July 21 and 23, 2025, something unprecedented happened in the world of digital advertising: Amazon disappeared from Google Shopping ads entirely worldwide.<\/p>\n<p>And no, this was not a technical glitch. This was intentional, fast and complete.<\/p>\n<p>According to industry analysts and advertising experts, Amazon\u2019s global withdrawal from Google Shopping auctions has left a void and one that is already shifting auction dynamics, advertiser strategies and perhaps, the very relationship between retail giants and the platforms they depend on.<\/p>\n<p>But what exactly is happening? And what will the ripple effects look like across digital advertising?<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#what-happened-between-amazon-and-google\" >What Happened Between Amazon and Google?\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#data-confirms-the-disappearance\" >Data Confirms the Disappearance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#why-did-amazon-do-this-and-why-so-fast\" >Why Did Amazon Do This And Why So Fast?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#what-does-this-mean-for-other-retailers\" >What Does This Mean for Other Retailers?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#will-cpcs-really-drop-with-amazon-pulling-back-not-quite-yet\" >Will CPCs Really Drop with Amazon Pulling Back? Not Quite Yet.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#a-recap-of-the-timeline\" >A Recap of the Timeline<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#lets-talk-auction-dynamics-googles-loss\" >Let\u2019s Talk Auction Dynamics &amp; Google\u2019s Loss<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.stanventures.com\/news\/amazon-stops-running-google-shopping-ads-globally-3690\/#bottom-line\" >Bottom Line<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-happened-between-amazon-and-google\"><\/span><b>What Happened Between Amazon and Google?\u00a0<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.linkedin.com\/posts\/mikeryanretail_amazon-has-made-a-dramatic-international-activity-7354387674662604800-Lj0W?utm_source=social_share_send&amp;utm_medium=android_app&amp;rcm=ACoAADo144oBaKzl9vWr8c3WAsUmG46WSRwnOcE&amp;utm_campaign=copy_link\">According to Mike Ryan<\/a>, Head of Ecommerce Insights at Smarter Ecommerce (SMEC), \u201cAmazon has made a dramatic international exit from product advertising on Google Shopping.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3694\" title=\"amazon turns of google shopping ads\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/amazon-turns-of-google-shopping-ads.jpg\" alt=\"amazon turns of google shopping ads\" width=\"929\" height=\"559\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/amazon-turns-of-google-shopping-ads.jpg 929w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/amazon-turns-of-google-shopping-ads-300x181.jpg 300w\" sizes=\"auto, (max-width: 929px) 100vw, 929px\" \/><\/p>\n<p>They are a massive source of revenue for Google parent Alphabet Inc. and also serve as a tide that lifts all increase in terms of auction prices. So this has to sting.\u201d<\/p>\n<p>And it was not just Mike. Mikael Brakker, E-commerce Director at L&#8217;Or\u00e9al Luxe for Europe has also <a href=\"https:\/\/www.linkedin.com\/posts\/mikaelbrakker_amazon-ecommerce-primeday-activity-7354828957331943424-qA8i?utm_source=social_share_send&amp;utm_medium=android_app&amp;rcm=ACoAADo144oBaKzl9vWr8c3WAsUmG46WSRwnOcE&amp;utm_campaign=copy_link\">confirmed the drastic drop<\/a> in ad impression share via LinkedIn:<\/p>\n<p>The retreat was not partial but it was a full-scale, global shutoff.<\/p>\n<p>Amazon had already cut its Google Shopping ad spend by 50% in the US back in May 2025. But this July move? It is the official end. And it caught many advertisers and agencies off guard.<\/p>\n<p>To put the scale in perspective, Amazon\u2019s product cards had long dominated prime placement in Google Shopping, shaping how millions of shoppers compared prices and discovered products. Audience Key reported that on July 25, Amazon held 428,984 organic placements across more than 79,000 keywords. By July 26, that number fell to 294,983\u2014a staggering loss of 134,001 listings in just one day. Weeks later, by August 18, U.S. product grids showed almost no Amazon listings at all, something unprecedented for a retailer of its size.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"data-confirms-the-disappearance\"><\/span><b>Data Confirms the Disappearance<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The numbers say it all:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">United States: 60% \u2192 0% impression share<\/li>\n<li style=\"font-weight: 400;\">United Kingdom: 55% \u2192 0%<\/li>\n<li style=\"font-weight: 400;\">Germany: 38% \u2192 0%<\/li>\n<li style=\"font-weight: 400;\">Japan: Confirmed complete exit<\/li>\n<\/ul>\n<p>For context, Amazon typically appeared in around 30% of shopping auctions for many advertisers according to Josh Duggan, <a href=\"https:\/\/www.linkedin.com\/posts\/joshuaduggan_amazon-has-officially-pulled-out-of-the-activity-7354189882967089152-Udb8?utm_source=share&amp;utm_medium=member_android&amp;rcm=ACoAADo144oBaKzl9vWr8c3WAsUmG46WSRwnOcE\">Co-founder at Vervaunt<\/a>.<\/p>\n<p>That is a big vacuum left behind.<\/p>\n<p>Even free listings seem to have been affected. <a href=\"https:\/\/www.linkedin.com\/posts\/mikeryanretail_amazon-has-made-a-dramatic-international-activity-7354387674662604800-Lj0W?utm_source=social_share_send&amp;utm_medium=android_app&amp;rcm=ACoAADo144oBaKzl9vWr8c3WAsUmG46WSRwnOcE&amp;utm_campaign=copy_link\">David Kyle<\/a>, a senior media manager, noted:<\/p>\n<p>\u201cI can\u2019t get them to trigger for anything in Free Listings\u2026 It is as if they have completely disconnected from the Merchant Center.\u201d<\/p>\n<p>Audience Key also highlighted the scale of impact across categories: Apparel was hit hardest with several segments losing more than 50% of coverage, Home Goods listings dropped 45%, Laptop Computers shrank by 36%, Outdoor Furnishings fell 28%, and Business Supplies declined about 22%. This breadth of contraction shows Amazon\u2019s retreat\u2014or breakdown\u2014was not isolated to a single niche.<\/p>\n<p>This raises questions that Amazon pulls just paid ads? Or did they cut ties with Google Merchant Center entirely?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-did-amazon-do-this-and-why-so-fast\"><\/span><b>Why Did Amazon Do This And Why So Fast?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-3695\" title=\"amazon shopping ads on google\" src=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/amazon-shopping-ads-on-google-1024x522.jpg\" alt=\"amazon shopping ads on google\" width=\"1024\" height=\"522\" srcset=\"https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/amazon-shopping-ads-on-google-1024x522.jpg 1024w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/amazon-shopping-ads-on-google-300x153.jpg 300w, https:\/\/www.stanventures.com\/news\/wp-content\/uploads\/2025\/07\/amazon-shopping-ads-on-google.jpg 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>That is one of the most important questions..<\/p>\n<p>Mike Ryan called it a &#8220;colossal shift,&#8221; likening it to Amazon\u2019s retreat during the COVID-19 lockdowns. This time, however, the move appears strategic, not reactive.<\/p>\n<p>Let me break down the five leading theories:<\/p>\n<ul>\n<li>\n<h3><b>Incrementality Testing:<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>Similar to a move Amazon made during the 2020 pandemic, the company could be testing whether Google Ads are truly driving incremental sales or just cannibalizing traffic they would have received anyway.<\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<h3><b>Post-Prime Day Clearance<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>Prime Day wrapped up mid-July. The blackout could help Amazon clean up ROAS (Return on Ad Spend) metrics before the back-to-school shopping wave.<\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<h3><b>Margin Optimization<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>Why pay Google when you can retain customer acquisition internally? Especially when Amazon already owns the buyer journey from intent to purchase.<\/p>\n<ul>\n<li style=\"font-weight: 400;\">\n<h3><b>Negotiation Tactics\u00a0<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>By yanking millions in ad spend, Amazon may be signaling to Google: reduce your fees or lose our business.<b><\/b><\/p>\n<ul>\n<li>\n<h3><b>AI-Powered Search Shift<\/b><\/h3>\n<\/li>\n<\/ul>\n<p>With AI tools like Amazon\u2019s Rufus assistant and platforms like Perplexity gaining momentum, Amazon may be preparing for a future beyond traditional search advertising.<\/p>\n<p>Other observers suggest there could also be a technical explanation. When Amazon consolidated three merchant labels (Amazon, Amazon.com, and Amazon.com \u2013 Seller) into one, Google\u2019s system may have misclassified or dropped feeds, leading to verification failures or indexing errors. At Amazon\u2019s scale, even minor feed issues can produce massive visibility losses, making it difficult to separate strategy from system breakdown.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-does-this-mean-for-other-retailers\"><\/span><b>What Does This Mean for Other Retailers?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here is where it gets interesting.<\/p>\n<p>Amazon was a dominant force in Google Shopping auctions, appearing in nearly 30% of all product ad results for many agencies and advertisers. Their exit means:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Less auction pressure<\/li>\n<li style=\"font-weight: 400;\">Potentially lower CPCs (cost-per-click)<\/li>\n<li style=\"font-weight: 400;\">Higher impression share for competing brands<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"will-cpcs-really-drop-with-amazon-pulling-back-not-quite-yet\"><\/span><b>Will CPCs Really Drop with Amazon Pulling Back? Not Quite Yet.<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Josh Duggan, Co-Founder at Vervaunt, sums it up well:<\/p>\n<p>\u201cCPCs haven\u2019t dropped\u2026 but it is definitely one to review across your own account data.\u201d<\/p>\n<p>While advertisers hoped Amazon\u2019s retreat from Google Shopping might drive costs down, the reality is more nuanced.<\/p>\n<p>David Kyle shared another critical observation:<\/p>\n<p>\u201cI can\u2019t get Amazon to trigger even for free listings anymore. It\u2019s as if they are completely disconnected from the Merchant Center.\u201d<\/p>\n<p>So, what does this mean for the rest of the market?<\/p>\n<p>Yes, Amazon\u2019s absence opens up room\u2014but that breathing space won\u2019t be shared equally. Expect bigger retailers and marketplaces like Walmart, Target, or Best Buy to capitalize faster and scale their presence.<\/p>\n<p>Independent retailers and mid-sized brands could also benefit. With Amazon out, optimized feeds and targeted campaigns can translate into meaningful visibility gains. Agencies are watching closely, since budgets may shift toward those who can hold these new positions long term.<\/p>\n<p>Smaller businesses may still struggle to capture visibility and clicks, especially without the same ad budget or feed optimization resources.<\/p>\n<p>And for sellers who relied on Amazon?<br \/>\nThe impact is clear: that \u201cpiggy-back\u201d traffic is gone and fewer new-to-brand shoppers will stumble upon their products via Google. For third-party sellers operating inside Amazon\u2019s marketplace, the disruption is even sharper. Many counted on Amazon\u2019s Google Shopping visibility to drive traffic, and without it, inventory forecasts and marketing budgets can quickly unravel\u2014leaving some overstocked, others understocked, and small businesses especially vulnerable to financial strain.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"a-recap-of-the-timeline\"><\/span><b>A Recap of the Timeline<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li style=\"font-weight: 400;\"><b>May 2025<\/b>: Amazon cut U.S. Google Shopping ad spend by 50%, signaling early retreat.<\/li>\n<li style=\"font-weight: 400;\"><b>July 21\u201323<\/b>: Amazon\u2019s ad presence goes to 0% globally.<\/li>\n<li style=\"font-weight: 400;\"><b>July 24<\/b>: Mike Ryan posts rumors of the shift.<\/li>\n<li style=\"font-weight: 400;\"><b>July 25<\/b>: Ryan confirms complete disappearance using Auction Insights.<\/li>\n<li style=\"font-weight: 400;\"><b>October 2024<\/b>: Google had already adjusted auction rules which remove priority for Performance Max campaigns, possibly triggering Amazon\u2019s reassessment.<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"lets-talk-auction-dynamics-googles-loss\"><\/span><b>Let\u2019s Talk Auction Dynamics &amp; Google\u2019s Loss<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Amazon\u2019s departure does not just affect retailers but it hits Google\u2019s bottom line.<\/p>\n<p>Shopping ads represent a major revenue source for Google\u2019s retail ad ecosystem. And Amazon was a whale and possibly one of the top contributors to Shopping campaigns globally.<\/p>\n<p>Early signs suggest that CPCs have not dropped significantly, likely because other big players rushed in to absorb the gap. But as more advertisers realize the opportunity, we may see:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Lower CPCs<\/li>\n<li style=\"font-weight: 400;\">Higher click-through rates (CTR<\/li>\n<li style=\"font-weight: 400;\">More ad inventory for competitors<\/li>\n<\/ul>\n<p>Audience Key advises businesses to act now: audit Merchant Center feeds, track impression shifts weekly, and launch quick campaigns where visibility improves. Beyond Google, diversification into email, social, and direct search can reduce dependency risks exposed by Amazon\u2019s sudden withdrawal.<\/p>\n<p>This is particularly relevant heading into the Q4 holiday shopping season, where 71% of consumers plan to start shopping before Thanksgiving as per <a href=\"https:\/\/ppc.land\/amazon-removes-all-google-shopping-ads-globally-in-48-hours\/\">PPC Land\u2019s report.<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"bottom-line\"><\/span><b>Bottom Line<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Amazon\u2019s 48-hour global retreat from Google Shopping was not just a technical update but it was a powerful strategic statement.<\/p>\n<p>It tells us that the rules of online retail advertising are changing. Giants like Amazon are reconsidering their dependencies and experimenting with direct customer acquisition, AI-driven funnels, and greater control over margins and user data.<\/p>\n<p>Whether this is a temporary blip or the start of a permanent reorientation, one thing is\u00a0 for sure that the rest of the advertising world is watching and adjusting.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon, once a dominant presence in Google Shopping results, has abruptly lost visibility. Audience Key data shows a 31 percent drop in late July and an almost complete disappearance from organic product grids in mid-August. Between July 21 and 23, 2025, something unprecedented happened in the world of digital advertising: Amazon disappeared from Google Shopping [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3690","post","type-post","status-publish","format-standard","hentry","category-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon Stops Running Google Shopping Ads Globally<\/title>\n<meta name=\"description\" content=\"According to industry analysts and advertising experts, Amazon did a global withdrawal from Google Shopping auctions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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