Amazon has came back. While Amazon’s disappearance from Google Shopping listings was surprising, its comeback—barely a month later and without any prior announcement or official explanation—is perhaps even more remarkable.
This is a complex topic, so before addressing it, let us briefly review what has occurred.
At the end of July, the world of digital advertising was shaken by Amazon’s surprising and abrupt break up with Google Shopping. This decision, made without any notice, suddenly created a massive void in the shopping carousel of Google’s search results, since Amazon maintained a dominant presence in Google Shopping results, with impression shares ranging from 38% to 60% depending on the market. Although Amazon’s sponsored advertising remained active in general Google search ads, the complete disappearance of Shopping ads created a “seismic shift” in the industry.
Logically, Amazon’s exit was seen as a tremendous opportunity for other advertisers. Common sense suggested that with such a massive competitor out of the game, cost-per-click (CPC) would decrease and visibility for other stores would increase.
However, a subsequent analysis of the data revealed a much more complex reality. While clicks and visibility for advertisers did increase and CPCs fell, other relevant metrics such as conversion value and return on ad spend (ROAS) were negatively affected in many sectors. This phenomenon, called the “volume trap,” involved users who were now clicking on other ads—often loyal Amazon customers—who had expectations of low prices, fast shipping, and a frictionless purchasing process. Not finding a comparable shopping experience, many ended up buying less or choosing products of lower value, thereby eroding advertisers’ profitability.
Moreover, the impact was not uniform. While sectors such as electronics benefited by being able to compete more effectively, other categories—such as Home, Sports, and especially Clothing and Accessories—experienced a decline in sales value, demonstrating that competing was not merely a matter of filling a void in auctions but of meeting consumer expectations.
This environment of uncertainty and mixed outcomes persisted until now, when it has been confirmed that Amazon has resumed advertising on Google Shopping, bringing to a close a month-long period that, as we have seen, left advertisers with many insights about the use of this advertising platform, the importance of user experience, and value beyond merely obtaining a click.
Confirmation of Amazon’s return has come from the same source that, a month ago, alerted the global search advertising industry to what was happening. Mike North, from the Smarter eCommerce platform, announced it via his profiles on X and LinkedIn:
Amazon started spending on Google Shopping again. This is exactly one month after they turned off ads, which lends credibility to the theory that it was a marketing test. All international domains have been reactivated but they are still NOT advertising in the US (!) pic.twitter.com/sWnYBEQb2i — Mike Ryan (@mikeryanretail) August 25, 2025
Amazon started spending on Google Shopping again. This is exactly one month after they turned off ads, which lends credibility to the theory that it was a marketing test. All international domains have been reactivated but they are still NOT advertising in the US (!) pic.twitter.com/sWnYBEQb2i
— Mike Ryan (@mikeryanretail) August 25, 2025
In any case, it is important to highlight something that North himself explains. While Amazon’s exit from Google Shopping was complete and on a global scale, its return is partial: it covers almost the entire world… except for its main market, the United States.
Interestingly, this move coincides with Google revamping its “Shopping” section within the search engine, replacing it with two new filters or tabs: the Product Filter and the Product Sites Filter. Both new features are located, just like their predecessor, in the search window’s shortcut bar beneath the search engine and will appear whenever you perform a purchase-intent search. However, the Shopping section as such still exists: if you wish to continue using Google Shopping, you may do so by accessing its website directly.
After Amazon’s departure, and in the absence of an official explanation from either party, numerous theories emerged regarding Amazon’s motivations: some pointed to a desire for greater independence, a reassignment of its advertising budget toward its own Amazon Ads platform, or even a means of pressuring Google.
Now that it is known Amazon was absent for only a month, the idea that this was an enormous advertising experiment gains traction, though it is not the only possibility. In fact, if this was a test, what implications arise from the ongoing blackout in the United States? Does this mean that things did not proceed as Amazon envisioned there? Is Amazon’s power in the U.S. so great that it can permanently dispense with Google Shopping? Or does it wish to continue putting pressure on Google?
Let us consider some of these theories:
Amazon’s blackout may have been a global experiment designed to analyze how the market changes in its absence. This strategy could have aimed to observe the impact of its withdrawal in different markets and adjust its marketing strategies accordingly. In this context, Amazon’s continued absence in the U.S. may indicate that Amazon has determined that it already possesses such dominance in this market that it can afford to do without Google Shopping without suffering serious consequences.
Closely related to the previous theory: it is possible that Amazon, knowing its dominance in the U.S. market, does not wish to return to Google Shopping until agreements or conditions that better serve Amazon’s advertising interests are reached.
It is plausible that Amazon wanted to seize this opportunity to redirect its advertising budgets towards its own platform, Amazon Ads, thereby strengthening its own advertising ecosystem, where its degree of control is much greater. Consider the following: if Amazon observed a decline in advertising revenue from Google Shopping or a lack of alignment with its long-term goals, it might have used this withdrawal to test whether a greater investment in Amazon Ads could yield similar or improved results for return on investment (ROI).
Finally, there are commentators who suggest that Google may have suspended Amazon via its Merchant Center. Google Merchant Center is a platform that enables merchants to upload product information (such as prices, descriptions, images, etc.) so the products may be displayed in Google Shopping ads, among other uses. If those using the platform violate its policies, advertisers can be suspended for a time.
Reasons for suspension include:
But honestly, it is difficult to imagine that the global eCommerce giant would have engaged in any such problematic practices.
And you? What is your opinion?
Image: Flux Schnell
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