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By Vanessa Hung · September 11, 2025 · Curated by George's Blog
Amazon paused Google Shopping ads for 31 days, and the ripple effects are just starting.
In July, Amazon abruptly pulled back from Google Shopping globally, dropping its share of impressions from nearly 70% to zero overnight. For performance marketers, this looked like a rare opening: lower CPCs, cheaper clicks, and a chance to capture share.
But the pause didn’t last. As of August 23, Amazon resumed spending across nearly all international markets, returning to 74% impression share, with one exception: the U.S.
So what happened in those 31 days?
➡️ CPC relief was temporary. In categories like apparel, CPCs dropped 10–30%, but the effect lasted only days as competitors like Temu, Etsy, and eBay quickly filled the gap.
➡️ Temu accelerated fast. In Europe, the percentage of advertisers facing Temu as a competitor jumped from 60% to 75% almost overnight.
➡️ Performance marketers saw mixed results. Agencies observed improved click-throughs in niche categories, but across most verticals, CPCs and conversion rates stabilized quickly.
Why does this matter? Because Amazon’s move highlights three nice insights:
Marketplaces are testing incrementality at scale. Amazon likely used the pause to measure the true value of Google Shopping traffic, a playbook others may follow.
Competition adjusts instantly. When Amazon steps out, rivals fill the void within days, and they don’t always leave when Amazon returns.
U.S. remains the wildcard. Amazon’s absence from U.S. Shopping ads suggests a new strategy, either reallocating spend elsewhere or doubling down on its own retail media ecosystem.
For brands and agencies, the takeaway is clear:
✅ Check your Auction Insights to see who’s really competing in your space now.
✅ Prioritize profitability over CPC wins, volume without efficient conversions burns cash.
✅ Prepare for volatility as Amazon, Temu, and others continue testing their limits.
Amazon’s pause may be over internationally, but the U.S. market remains a live experiment. For performance marketers, the question is who’s shaping the auction tomorrow.
Does this imply the U.S. failed the test? It is too soon to jump to conclusions, but we can track it closely using this observer to create ours: https://lnkd.in/gcT2unyh
#Amazon #Ads #Marketing #GoogleShopping