What are the main differences between Amazon and Google Shopping?

The most important differences between Amazon FBM and Google Shopping for online retailers

What fundamentally distinguishes Amazon FBM from Google Shopping?

Amazon FBM (“Fulfilled by Merchant”) means that as a merchant, you are responsible for storage, shipping and customer service yourself. Google Shopping, on the other hand, is a price comparison platform that redirects users to external online shops. The key difference lies in the customer journey: Amazon is a marketplace with an integrated checkout, Google Shopping acts as a traffic supplier. While Amazon FBM controls your processes, Google Shopping requires an optimized shop infrastructure. Both platforms serve different target groups and require their own repricing strategies, for example using tools such as Metaprice — Amazon Repricer.

What are the requirements of Amazon FBM for retailers compared to Google Shopping?

Amazon FBM requires retailers to comply with strict guidelines — such as fast delivery times, low cancellation rates, and excellent customer service. There are immediate consequences in the event of violations. Google Shopping, on the other hand, primarily evaluates product data quality, price-performance and shop trust (e.g. Trusted Shops). While performance on Amazon FBM has a direct impact on your ranking, with Google Shopping, it is primarily your bid in the Google Ads account that determines visibility. Both channels require a great deal of care — but with a different focus.

How do visibility and reach differ between Amazon FBM and Google Shopping?

Amazon has enormous visibility thanks to its marketplace structure, especially for products with many reviews and strong keywords. Google Shopping, on the other hand, offers greater flexibility when it comes to target group targeting — especially when combined with Google Ads. Amazon FBM benefits from internal product search, while Google Shopping achieves reach via Google search results and the Google shopping view. For maximum visibility, it is recommended to use both channels in parallel — coordinated via a central Repricing system.

What role does pricing play at Amazon FBM compared to Google Shopping?

The price is decisive for both platforms — but with different game rules. At Amazon FBM, it significantly influences buybox opportunities. With Google Shopping, the price determines click-through rate and ad relevance in relation to competitors. Dynamic repricing is essential — ideally automated with tools such as Metaprice Amazon Repricer. In this way, you remain competitive on both platforms and protect your margin through intelligent strategies.

How do the advertising options differ between Amazon FBM and Google Shopping?

Amazon offers targeted forms of advertising within the platform with Sponsored Products, Sponsored Brands or Display Ads. Google Shopping integrates with the Google Ads ecosystem — giving you additional channels such as YouTube, Gmail, and Google Display Network. Amazon FBM advertises at the product search level, and Google Shopping across the entire search network. Both systems can be efficient — provided that bids, target groups and budgets are optimally coordinated.

How does Amazon FBM impact customer service — compared to Google Shopping?

At Amazon FBM, all customer service is your responsibility — from inquiries to returns to reviews. Google Shopping users buy directly from their own shop, which means that you also handle all service processes yourself. The difference: On Amazon, the customer reviews upon the platform, which has a direct impact on your listing. Google Shopping, on the other hand, allows more freedom in communication, but also more personal responsibility for UX, shipping and returns processing.

Is Amazon FBM or Google Shopping better for beginners?

Both platforms have their pros and cons. Amazon FBM is ideal for retailers with efficient logistics and fulfillment resources. Getting started is technically easier, but process-oriented. Google Shopping, on the other hand, requires more knowledge in online marketing (e.g. Google Ads), which gives you full control over your branding. If you want to grow strategically, combine both platforms — supported by price automation via Metaprice.

How can I automatically sync my prices on Amazon FBM and Google Shopping?

Centralized price automation is possible with tools such as Metaprice Repricer possible. The software compares prices across platforms and ensures that you reach the buy box on Amazon FBM and remain competitive on Google Shopping. This makes your multi-channel approach more efficient and prevents errors caused by manual price maintenance. It is easy to set up, and the impact can often be measured — for example through increased click-through rate, conversion and sales.

‍