Amazon stopped showing product ads on Google Shopping in the United States in July 2025. Since then its impression share has remained at 0%, leaving a noticeable gap in the marketplace. The change affects advertisers, shoppers, and rivals that now dominate the platform.
Industry analysts say the pull‑out was driven by cost concerns and a strategic shift toward Amazon’s own ad ecosystem. Data from Google’s auction reports shows higher cost‑per‑click (CPC) rates for remaining sellers, while competitors such as Walmart and eBay have captured most of the available inventory. Incrementality testing suggests that many brands have reallocated budgets to Amazon’s internal ad products, reducing overall spend on Google Shopping.
Google’s auction data reveals that average CPCs for the top‑ranking positions have risen by roughly 12% since Amazon’s exit. With the retail giant absent, Walmart now holds an estimated 38% share of impressions, while eBay’s share sits near 27%. „The vacuum left by Amazon created an immediate pricing premium for the remaining players,” said Maya Patel, a senior analyst at MarketPulse. Incrementality tests indicate that only a small fraction of traffic that would have clicked on Amazon listings now converts on competitor sites, highlighting the loss of direct traffic for many brands.
Advertisers report mixed reactions. Some praise the higher visibility they now receive, while others lament the loss of Amazon’s brand pull. „We saw a modest lift in sales after shifting spend to Walmart’s Shopping ads, but the overall lift is still below what we achieved with Amazon,” noted Carlos Mendes, a digital marketing manager at a mid‑size electronics firm.
The lingering question is whether the platform can sustain growth without its biggest retailer. Experts argue that Google may need to incentivize new participants or adjust auction dynamics to keep CPCs attractive. „If Google can offer comparable reach and ROI, advertisers will stay; otherwise, they may migrate to Amazon’s own ad network or emerging alternatives,” explained Patel.
Looking ahead, Amazon’s continued absence could reshape the U. S. shopping ad landscape. Competitors may solidify their foothold, while Google might explore partnerships or pricing incentives to fill the void. Brands will likely continue to test split campaigns, measuring performance across both Amazon’s internal ads and Google Shopping to optimize spend.
Why did Amazon leave Google Shopping in the United States? Amazon cited rising costs and a strategic focus on its proprietary advertising platform as primary reasons for withdrawing from Google Shopping.
How has Amazon’s exit affected cost‑per‑click rates on Google Shopping? With fewer high‑budget advertisers, the remaining sellers have faced higher CPCs, averaging a 12% increase since July 2025.
What are the prospects for advertisers who rely on Google Shopping? Advertisers must weigh the higher costs against the increased visibility on the platform. Ongoing testing and diversification across Amazon’s own ads and other retailers will be crucial for maintaining performance.