Amazon reappears on Google Shopping… except in the United States: a brief analysis of its return

Amazon has returned to Google Shopping after a month-long global absence, but remains disconnected in the United States. This news marks another significant development for digital markets and for those who use Google’s advertising channels to reach their customers.

Introduction: Amazon’s Advertising Blackout

Barely a month ago, the e-commerce world was surprised by Amazon’s complete withdrawal from Google Shopping, as we reported in a previous post. Overnight, the company’s presence vanished entirely from Google’s recommended product listings. Prior to this decision, Amazon accounted for between 38% and 60% of impressions on the Google Shopping carousel, depending on the market. Its departure left a void and prompted numerous analyses of the implications for advertisers and consumers.

Amazon’s withdrawal created business opportunities for other retailers, as cost-per-click (CPC) rates decreased and visibility increased for other brands that had previously competed with the e-commerce giant. However, consumer behaviour showed that not everyone who clicked on other ads ended up making a purchase, given their prior loyalty to Amazon for its shopping experience, fast deliveries and low prices.

Consequences of the Withdrawal

Amazon’s disappearance from Google Shopping took place between the 21st and 23rd of July 2025. Immediately, digital marketing and e-commerce professionals noted the change on social media. Initial studies, such as one conducted by Optmyzr, showed a 7.8% increase in traffic, an 8.3% drop in cost-per-click rates, and a 5.5% decrease in conversion value.

Not all sectors were affected equally. While the electronics sector increased its sales by 80% and saw its turnover improve by 11%, in sports and home goods, sales rose but turnover value fell. In health and beauty, sales increased by 14% but revenue remained stable.

In short, during this period there was more traffic and ads cost less, but conversion, sales quality and the average sale value all worsened.

The Return: Amazon is back on Google Shopping, except in the US

On the 25th of August 2025, Mike North of Smarter Ecommerce was the first to announce Amazon’s return to Google Shopping advertising, just as he had done with its disappearance a month earlier.

The marketplace reactivated campaigns in all the markets where it operated… except for the United States. This decision was interpreted as an international “marketing test” to analyse the real importance of Google Shopping in its global strategy, as well as to assess the impact of its withdrawal in different markets. The prolonged absence in the US continues to raise questions about Amazon’s advertising strategy.

Industry sources interpret this crisis as an opportunity to pause and analyse potential weak spots in both tech giants. The fact that Amazon was only absent for one month suggests a deliberate experiment to measure short-term results. Its return could be due to the realisation that, despite its own leadership in many regions, its advertising dependence on Google remains significant outside of the United States.

Factors Behind the Withdrawal and Possible Motivations

Amazon’s official reasons for leaving Google Shopping remain unconfirmed. Some theories point to a search for greater independence in digital advertising, a redirection of its budget towards its own platform (Amazon Ads), or a pressure tactic on Google with a view to negotiating better commercial deals.

Another possibility, although considered remote, would be an alleged one-off breach of Google Merchant Centre policies. This would entail temporary penalties for advertisers who do not respect the platform’s rules. However, few analysts believe that a policy error could explain Amazon’s global exit, given its level of professionalisation and its existing agreements with Google.

The hypothesis of an internal budget reallocation is more plausible. In other words, Amazon may have been testing the redirection of its advertising investment from Google to its own ad network, experimenting to see if it could achieve an equal or better return by investing in its own digital assets. Furthermore, the uneven impact across markets (with the US still excluded) reinforces the idea of an analysis of the results before deciding whether to return permanently.

The US Case: Why is Amazon still off Google Shopping in the US?

Despite its international return, Amazon has decided not to reactivate its Google Shopping advertising for the United States, its largest and most strategic market. This move is open to several interpretations. On the one hand, the company may know that its dominance in the US is so strong that the additional visibility from Google Shopping is marginal. So it is considering bypassing Google’s intermediation and focusing on its own acquisition channels.

Another explanation could lie in negotiations: Amazon might be waiting for better terms or deals to return to the US market. Finally, it is possible that the results in the US during the blackout have convinced Amazon that it can maintain consistent sales without relying on Google Shopping, demonstrating a mature and autonomous market for its brand.

Analysts and industry experts will be closely watching this case, as any move by Amazon in the US will set a precedent for other markets and could set trends for the relationship between major marketplaces and search and comparison channels.

Changes to Google Shopping during this period

During Amazon’s absence, Google redesigned its Shopping section, introducing two new filters (“Product Filter” and “Product Sites Filter”) that make it easier to compare offers and shops directly within the search engine. These changes aim to improve the user experience and keep the competition attractive for other sellers. Nevertheless, the Shopping section remains on the main bar and is also still available from the dedicated Google Shopping website.

These adjustments by Google may be related to the temporary absence of its main advertiser. Or the need to adapt by streamlining the search process and facilitating conversions for the other retailers that were seeking space without direct competition from Amazon.

Industry Reactions and Lessons from the Blackout

Amazon’s absence led to a more diverse ecosystem on Google Shopping. Some advertisers gained visibility and clicks, although this did not always result in profitable sales. The most important lesson for everyone was the need to focus on the shopping experience and not simply compete on price or volume. Sectors accustomed to competitive pressure from Amazon had a brief window of cost advantages. But consumer loyalty and Amazon’s brand strength proved difficult to replace.

Questions about the retail sector’s dependence on the visibility provided by Google Shopping remain. The Amazon case will serve as a reference point for other large e-commerce businesses when planning customer acquisition strategies and sales channels.

Conclusion: An Uncertain Future and Possible Scenarios

Amazon’s return to Google Shopping (with the exception of the United States) symbolises the unstable balance of interests between the major players in e-commerce and the tech giants of digital advertising. Amazon has demonstrated its strength by returning only to the markets it considers strategic or where dependence on Google still offers tangible advantages.

Going forward, several scenarios could unfold: a permanent return to the US if Amazon detects a loss of sales; a hybrid strategy combining advertising investment between Google and Amazon Ads; or even a permanent break in its main market if it finds it can continue to grow independently. Marketing teams and brands will need to follow these developments closely to determine where to invest, how to diversify channels, and how to adapt to an advertising environment that, as we have just experienced, transforms from one month to the next.