You may not have noticed it, but something big just happened in the world of ecommerce advertising.
If you search for a product on Google and click into the shopping tab, you’ll notice something odd: no Amazon listings.
That’s because Amazon has officially stopped running Google Shopping ads in both the US and UK, ads that were previously used to drive traffic directly to Amazon product pages.
No announcement, no fireworks. Just… gone.
This didn’t happen overnight though. It’s been a gradual exit over the past few months, but it now looks like Amazon has fully stepped away from Google Shopping in most major markets.
So what does this mean for brands selling on Amazon?
Let’s break down why it matters, how it could affect your sales, and what to do about it (before your listings go missing faster than a Prime Day Lightning Deal).
Why has Amazon done this?
We can’t say for certain, but there are a few likely reasons:
- Google Shopping has become expensive. CPCs are up, and Amazon’s ROI may not have stacked up. They might also be tired of funding Google.
- Amazon likes control. By keeping traffic within its own ecosystem, Amazon retains more data, more user control, and more money.
- They’ve got other priorities. Amazon is investing heavily in its internal ad platform, and probably prefers that traffic stay on-site rather than go through Google.
Basically, Amazon wants people to start (and end) their shopping journey on Amazon, not on Google. Makes sense for them… but what about you?
Why should Amazon brands care?
Good question! After all, you’re selling on Amazon, not Google, right?
Well… sort of.
Here’s why this change matters for you:
Less free exposure for your listings
When Amazon ran Google Shopping ads, they drove a huge amount of external traffic to the platform, including to your product pages. Now? That traffic may simply disappear.
Reduced traffic to Amazon overall
Some shoppers start on Google and click into Amazon via Shopping ads. Without those listings, more of that traffic might stay on Google, going to other retailers or DTC brands instead. That means fewer eyeballs landing on Amazon in the first place.
You may need to spend more on ads
With less external traffic flowing in “for free” via Amazon’s own budget, your listings may rely more heavily on your own Sponsored Ads campaigns to stay visible. In other words: be prepared to potentially spend more to stand still.
Are there any upsides?
Potentially. This move could actually benefit brands selling on Amazon:
More shoppers starting directly on Amazon
Without Amazon appearing in Google Shopping, some users may skip Google entirely and go straight to Amazon to search.
Reduced external competition on product detail pages
If Amazon isn’t using Google Shopping to drive traffic to specific ASINs, your Sponsored Product and Brand ads may face slightly less competition from Amazon Retail.
Greater opportunity to capture visibility on Google
If you also run DTC or Google Shopping campaigns, you might now find it easier (and cheaper) to appear where Amazon used to dominate.
Our advice?
Here’s what you can do to make sure this shift has less impact on your sales:
Double down on Sponsored Ads
If you’ve been relying on organic visibility or Retail-driven traffic, it’s time to beef up your own ad strategy. That includes Sponsored Products, Sponsored Brands, and DSP.
Make sure your keyword targeting is dialled in, your bids are competitive, and your creative stands out.
Watch your traffic and conversion trends closely
Keep a close eye on your business reports and any drops in page views, sessions, or sales, especially on hero products that previously got a lot of visibility. Sudden dip? This change could be the culprit.
Consider bringing in traffic from outside Amazon
Just because Amazon has left Google doesn’t mean you have to.
With Amazon Attribution, you can run ads on Google, Meta, TikTok or anywhere else, and track how that traffic performs on Amazon. That means you can drive your own external traffic and get rewarded by Amazon’s algorithm for doing so (that’s a nice retail readiness score boost).
Get expert support
This kind of platform shift is exactly where a good Amazon partner comes in handy. At Fluid Marketplaces, we help brands:
- Optimise Sponsored Ads campaigns
- Set up and manage Amazon Attribution
- Identify and plug traffic gaps
- Stay ahead of platform changes (even the quiet ones like this)
Fancy a chat? Click this link to contact us and arrange a free, informal discussion about your brand’s Amazon needs.