Google just shipped a setting Amazon sellers will see in 18 months. I have watch
By Michael Erickson Facchin · October 23, 2026 · Curated by George's Blog
Google just shipped a setting Amazon sellers will see in 18 months.
I have watched this movie four times since 2012.
When you run a Google Ads agency (Search Scientists) and an Amazon PPC software company (Ad Badger) at the same time, you realize both platforms run the exact same playbook on a delay.
Last month, Google auto-upgraded Search campaigns into AI Max.
Last week (Oct 14), they quietly added two new dials: Channel Prioritization and Budget Allocation.
For years, Display Network on Search was a binary switch: on or off.
Now you label channels High or Low priority and cap how much budget the Low bucket can eat.
Why should Amazon sellers care?
Because Sponsored Prompts and Alexa for Shopping are already doing the exact same thing on Amazon: taking away the binary bid knob and replacing it with automated expansion.
Three things we are doing across accounts right now:
-> Save a 30-day baseline before the default shifts.
-> Hard-cap the low-intent expansion bucket (Display on Google; zero-order search terms and product pages on Amazon).
-> Fix the upstream inputs: listing copy, reviews, and true margin targets.
Which platform change burned you worse at first: Google PMax or Amazon match-type expansion?