Amazon withdraws from Google Shopping – What does this change? 

After months of decline in Google Shopping ads, Amazon is completely stopping its bidding. Nothing. The e-commerce giant is halting all investment in the online advertising platform. So why is Amazon pulling out of Google Shopping? What will be the impact for Google? For advertisers? And for sellers? Find the answers here. 

Why is Amazon withdrawing from Google Shopping? 

Since 23 July 2025, the e-commerce giant has taken a radical decision: to abandon all advertising auctions on Google Shopping. 

So why such a decision? Speculation is rife. 

• A desire to invest heavily in AI by reducing Google investments? 
• A correlation with the Prime Day break? 
• A desire to maximise margins by taking advantage of natural sales for the start of the school year? 
• A desire to change advertising strategy?

Although Amazon is now withdrawing from Google Shopping, this is not the first time that the e-commerce giant has slowed down its investments. It had already begun doing so during the COVID period. And for the past year, marketers have noticed a sharp decline in Amazon bids. That said, there is a gap between a slowdown in activity on Google Shopping and a complete shutdown.  

But ultimately, these changes in strategy may be proof that Amazon’s decision to withdraw is only temporary. But for how long? We do not yet have the answer.

What is the impact of Amazon’s withdrawal? 

The decision to withdraw affects not only the e-commerce giant, but also Google, Amazon sellers and all advertisers who bid on the advertising platform. 

For Google 

Amazon’s withdrawal from Google Shopping ads is a major blow to Alphabet Inc. And with good reason, as Amazon’s bids account for a huge share of the group’s advertising revenue. 

Deprived of these revenues, it remains to be seen what the group will decide regarding the price evolution of future auctions. 

For sellers 

“Amazon is withdrawing from Google Shopping”. This also means that all sellers listing their products on the marketplace will lose visibility. And it is not certain that they will accept this. Especially since being on Google Shopping was a real selling point. And for good reason: for some sellers, Amazon appeared in 30% of Shopping ads. 

It was therefore an excellent way to acquire thousands of sellers. The e-commerce giant promised them top-notch positioning on the most popular search engine. But not anymore. 

So, yes, Amazon continues to enjoy significant brand recognition. But without auctions, sellers are losing ground to their competitors. 

For advertisers

Following Amazon’s decision to withdraw from Google Shopping, several questions arise for advertisers: 

• Will clicks be cheaper? 
• Will it be easier to be visible?
• Will it be possible to capture the traffic monopolised by Amazon?

Because let’s be honest: the e-commerce giant tended to sweep the board, while driving up the bidding. Such a decision could be a boon for advertisers with less authority and smaller budgets. 

But to be sure, we will need to continue to closely monitor impressions and costs per click over the coming months.  

Want to take advantage of Amazon’s withdrawal from Google Shopping? Feel free to contact our Amazon Ads agency to optimise your advertising campaigns.