How do the target groups of Amazon and Google Shopping differ?

How do the target groups of Amazon and Google Shopping differ?

Amazon buyers usually actively search for a specific product and want to buy quickly, while Google Shopping users often want to compare prices or find out more first.
The customer journey on Amazon is shorter and more transaction-oriented than on Google Shopping.

Different purchase intentions influence target groups

Amazon is a transactional platform. Most users come with a clear purchase intent — they know what they want and want it as soon as possible. This is reflected in the significantly higher average conversion rate 9-13%, depending on the product category. On the other hand, the conversion rate on Google Shopping is often only 2—5%, as many users only compare the offers at first.

Google Shopping, on the other hand, is more driven by comparison and information. There, users enter general search terms such as “cheap Bluetooth headphones” and view various shops. This means that they are in an earlier phase of the customer journey. The target group here is therefore less decisive, but more price-sensitive and more receptive to offers.

Comparing buying process and usage behavior

Another key differentiator is platform usage:

• Amazon: Users usually log in directly and place an order with just a few clicks. Thanks to Amazon Prime, shipping time and customer service are particularly crucial — KPIs such as Delivery time < 2 days, Return rate < 5% and Buyer satisfaction > 90% are benchmarks for many retailers.
• Google Shopping: The purchase is made via third-party retailer websites. That means: more checkout steps, different shop experiences, more uncertainties. Retailers have to go through transparency, Value for money and good visibility in the feed score points.

Overview of typical target group profiles

Amazon target groups:

• Product searchers with intent to buy
• Not price-sensitive, prefer Prime offers
• Increased brand loyalty and trust in reviews
• Frequent repeat purchases and quick purchase decisions

Google shopping audiences:

• Comparative buyers and bargain hunters
• Price-oriented and shipping costs
• Less loyal, more open to new providers
• Use Google as a research tool before making the final decision

Key figures for target group analysis

Relevant KPIs for target group assessment:

• Conversion rate
• Shopping cart abandonment rate
• Return rate
• Average order value
• Time spent in the shop
• Click-through rate (CTR) on product ads

For beginners: Why the difference is important

Many retailers underestimate that a successful Google shopping channel Not the same strategy as Amazon requires. On Google, prices and presentation must be competitive, while on Amazon, visibility and buy-box relevance dominate. Both channels require different advertising approaches, content strategies and pricing logics.

Comparing common misunderstandings

“I simply upload the same feed — that's enough for both platforms. ”
No, it's not enough. Google shopping feeds often require more detailed attribute values, clear product categories, and price comparison labels. Google also evaluates the loading time and mobile optimization of the shop, among other things.

“My target group is the same everywhere — the main thing is conversion. ”
Wrong. Anyone who sells successfully on Amazon quickly reaches limits on Google Shopping using the same strategy. Because visibility, low prices and differentiated product information are more important there.

Conclusion

Amazon and Google Shopping serve different target groups with different buying motivations and search intentions. Anyone who wants to be successful as a retailer should therefore target both platforms optimized strategies, KPIs and feed requirements implement. This is the only way to exploit the full potential of both channels.

👉 You can find out more about the optimal pricing strategy for both platforms in the article
Amazon price comparison with Google Shopping

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