If you’ve been running Google Shopping ads lately, you might have noticed something unusual. Amazon, one of the biggest players in the space, has suddenly dropped out! In just a few days, Amazon’s share of Google Shopping impressions went from dominating the auctions to zero.
That’s a huge shake-up. Amazon’s exit doesn’t just change who shows up in the results; it shifts the entire competitive landscape for retailers, brands, and marketers. Suddenly, there’s more room at the top, and potentially lower costs to get your products noticed. But like any big change, there are pros, cons, and unknowns to navigate.
In this article, we’ll break down what’s happened, why it matters, and how businesses like yours can make the most of this unexpected opportunity while staying ready for whatever comes next.
In late July 2025, Amazon made a sudden and complete exit from Google Shopping ads in major markets including the US, UK, Germany and Japan.
Over a single weekend, Amazon’s share of impressions on Google Shopping dropped from around 60% to zero. This was a dramatic change given that for years Amazon has been one of the dominant bidders in these auctions.
This move was not entirely unexpected, the data shows Amazon had been steadily reducing its Google Shopping ad spend since mid-2024. However, the speed and scale of the full withdrawal took many advertisers by surprise.
The exit affects product listing ads specifically, the ads you see in Google’s shopping carousel and search results with product images, prices and seller info. It does not mean Amazon is pulling back from all Google Ads entirely, but this change is a significant shift in the shopping ads landscape.
Amazon doesn’t make moves like this lightly, so why have they pulled out of Google Shopping ads? While no official statement has explained the full reasoning, there are a few logical factors at play:
In short, Amazon is likely refocusing its advertising budget to channels where it sees more control, efficiency, and opportunity. For other businesses, that shift opens up space, but it also signals a changing digital advertising landscape to watch closely.
Amazon’s exit from Google Shopping ads creates a window of opportunity for other advertisers to step up. Here’s what businesses can expect:
While this isn’t a permanent shift, being proactive now can help your business capitalise on the moment and build momentum.
While the current market feels more open, there’s no guarantee it will stay that way.
In short, treat the current environment as a window of opportunity rather than a new normal. Acting quickly is the best way to make the most of it.
If you want to take advantage of Amazon’s absence, now’s the time to act. A few simple steps can help you grab more visibility and sales while the competition is lighter.
Look at your current performance and see where there’s room to push a bit harder. If you’ve been holding back on bids because CPCs were high, try raising them slightly to capture more impressions.
Google Shopping is all about great data. Make sure your product titles are clear, your images are sharp, and your descriptions include the right keywords. Even small tweaks here can make a big difference in rankings.
If you are not sure where to start or do not have the time to fine-tune every detail, our feed enhancement service can do the heavy lifting for you. We optimise titles, images, and data fields, so your products are set up to win more impressions and clicks.
Use Google’s Auction Insights or your PPC tools to watch who’s appearing in your space. If a big retailer suddenly shows up in your category, you can adjust before it affects your results.
Whether it’s a new product range, a fresh bidding strategy, or different ad formats, now’s a good time to experiment. The insights you gather will be valuable even if the market changes again.
If Amazon comes back, you’ll want to know which tactics gave you the best results so you can keep competing effectively.
This is one of those rare moments when the playing field feels a bit more level. Make the most of it while you can.
For Google, losing a major spender will not go unnoticed. We could see new Shopping formats, more AI-driven placements, or other changes designed to attract big advertisers back. For other retailers, the short-term effect is clear, there is more room to compete, but it may not last forever.
Right now, smaller and mid-sized businesses have a rare chance to win more visibility, reach new customers, and gather valuable campaign data without Amazon dominating the auctions. But the competitive landscape moves quickly. Acting now means you can make gains that continue to pay off even if the market shifts again.
Amazon leaving Google Shopping ads might have been unexpected, but for the rest of us, it is an opportunity hiding in plain sight. The brands that move quickly, test smartly, and keep learning will be the ones still standing strong when the dust settles.
If you want to make the most of this gap, we can help. Get in touch with us for a free Google Shopping Ads health check, and we will show you exactly how to optimise your campaigns to capture this opportunity before the market changes again.