Amazon withdraws from Google Shopping: 7 episodes retailers need to know

Amazon withdraws from Google Shopping — sounds harmless, doesn't it? But this move could actually throw a whole piece of dynamite into the eCommerce landscape. What is behind it? Why is the online giant withdrawing now of all times? And above all: What does that mean for you as a retailer?

This article provides you with answers — concisely, comprehensibly and with a clear view of the future.

Table of contents

1. Why is Amazon leaving Google Shopping?
2. What did Google Shopping mean for Amazon?
3. 7 consequences for retailers at a glance
4. How strong is the impact on CPCs and visibility?
5. What does this mean for retailer strategies?
6. Alternatives to the previous campaign structure
7. Recommendations for action for Amazon retailers
8. Conclusion: New opportunities through change?
9. FAQ: The most important questions about withdrawal

Why is Amazon leaving Google Shopping?

Why should a company like Amazon give up a powerful advertising channel like Google Shopping? Good question — the answer is multi-layered. On the one hand, CPCs (cost-per-click) have been rising for months. On the other hand, Amazon is increasingly losing control of the customer journey in the Google shopping environment.

Imagine: The potential customer clicks on the product on Google, ends up on Amazon — and what happens then? He is overwhelmed with competing offers. So it's no wonder that Amazon wants to take the reins back into its own hands.

Official statement? Bad news.

Amazon itself is keeping a low profile — as is often the case. But industry observers suspect a strategic response to rising acquisition costs and falling margins. In addition, there is the desire to keep users in their own ecosystem for longer.

Read more about how Google Shopping works here: What is Google Shopping?

What did Google Shopping mean for Amazon?

Until now, Google Shopping has been a central tool for Amazon to place product ads outside of its own marketplace — especially for generic searches such as “buy wireless headphones” or “best camping equipment.”

Thanks to Performance Max campaigns and sophisticated bidding strategies, Amazon often dominated the top places. For smaller retailers, this was a bitter pill.

You can find a detailed analysis in the article: Comparison between Amazon and Google Shopping

7 consequences for retailers at a glance

What does all this mean for you now as a salesperson? Time to take a closer look:

1. Less competition on Google Shopping

Less Amazon = more space for you. Sounds good, doesn't it?

2. Falling click prices (CPCs)

With one less major customer in the bidding race, CPCs could fall — at least in the short term.

3. Visibility opportunity for smaller retailers

The gap that Amazon leaves behind is huge. Anyone who reacts quickly can benefit from this.

4. More responsibility for your own campaigns

Without Amazon's “ad shadow,” you have to control your own visibility — and at the same time you can control it more specifically.

5. Performance Max becomes a must

If you don't use it, you're missing out on potential revenue. It's as simple as that.

6. Amazon ads are gaining relevance

Ironically, the Google retreat is leading to more focus on Amazon-internal advertising.

7. Social ads are becoming more attractive

Meta, TikTok & Co. offer creative playing fields — particularly for visual products.

How strong is the impact on CPCs and visibility?

Well, think of Google Shopping as a digital shop window. When the biggest tenant (Amazon) suddenly moves out, things get emptier — and cheaper.

But: Other retailers are now also following suit. Competition remains, it only changes. So you have to bid cleverly, optimize the feed and pay attention specifically to conversions.

What does this mean for retailer strategies?

It is clear that anyone who sits back will be overtaken. If you think along, you can catch up.
Here are a few things to think about:

• What are your competitors doing right now?
• Which products have gone well through shopping so far?
• How independent are you from Amazon — really?

These questions are not luxury, but essential for survival. Now is the time to question — and optimize — your setup.

Alternatives to the previous campaign structure

Google Ads remains a cornerstone, of course — but social ads are on the rise. TikTok, Instagram & Pinterest today offer more than just reach. They offer storytelling. emotion. brand loyalty.

And what about Google itself? Tools such as smart bidding and product enhancements via Google Shopping remain highly relevant.

Recommendations for action for Amazon retailers

👉 What you should do now:

• Audit your campaign structure — Where is there upward air?
• Use Performance Max actively — not halves.
• Expand your Amazon advertising in a targeted manner — DSP, Sponsored Brands, Video Ads
• Invest in diversification — Meta ads, YouTube shorts, Pinterest shopping.
• Get support — You don't have to do this alone. Contact us here.

Conclusion: New opportunities through change?

Yes And lots of them. The Amazon withdrawal from Google Shopping changes market mechanics. Anyone who used to be in the shadow of Amazon can now shine — provided he or she seizes the opportunity.

Key messages at a glance:

• Amazon is withdrawing from Google Shopping — for strategic reasons.
• CPCs could fall, visibility increases for smaller providers.
• Performance Max & Social Ads are gaining in importance.
• Retailers must become more active and test new paths.
• Diversification is key.
• Amazon advertising is becoming a mandatory discipline.
• Now is the perfect time for a realignment.

👉 Action impulse:
📈 Take advantage of the momentum shift — analyze your campaigns now and strengthen your independence. Have your strategy checked for free here.

FAQ: The most important questions about withdrawal

1. Why is Amazon withdrawing from Google Shopping?

Amazon is increasingly using its own advertising formats, such as Sponsored Products. Google Shopping often generated high costs with little control options.

2. Which retailers are particularly affected?

Especially ones that benefited greatly from Amazon's visibility. They must now actively manage their campaigns themselves.

3. Does the CPC fall after the retreat?

In many categories, yes. Less competition can result in lower click costs.

4. What alternatives to Google Shopping are there?

Meta Ads, TikTok, Pinterest, and Amazon DSP offer new sources of reach.

5. What about Performance Max?

Performance Max is the new standard. If you ignore it, you lose visibility.

6. Should I invest in Amazon Ads now?

Absolutely. Sponsored brands and DSP offer high growth potential — independently of Google.

7. How can I fill the gap quickly?

By optimizing your feed, strategically allocating your budget, and thinking omnichannel.

8. Where can I find more information about Google Shopping?

Here: Wikipedia: Google Shopping