Amazon has suddenly stopped running Google Shopping Ads, raising eyebrows across the ad industry.
While no official statement was made, the move is significant given Amazon’s long-standing and aggressive presence in Google’s paid search auctions.
What might be going on?
Performance Testing: Amazon could be testing attribution models by pausing spend to measure the true impact of Google Shopping.
Internal Campaign Experimentation: Amazon might be running similar campaigns internally, using its own ad tech stack or alternative platforms.
Prepping a Strategic Move: Amazon may be preparing to launch its own Performance Max style ad product, positioning itself as a full-funnel retail media alternative not just for its own site, but possibly for third-party commerce too.
Why does this matter?
Auction Dynamics Change: Amazon has been a top bidder on product-related queries.
Without it, CPMs may drop temporarily, giving smaller retailers a better shot at impressions and conversions.
Marketplace Shift: Amazon’s pullback may signal a larger strategy shift focusing more on its own ecosystem (e.g., Amazon Ads, Twitch, Prime Video) or building tools to rival Google’s ad formats.
Retail Media Opportunity: With Amazon out of the way (for now), independent retailers and ad tech startups have a window to claim more ground in Google Shopping and retail search.
Credit for the picture: Mike Ryan & Smarter Ecommerce (smec)
