Amazon removed its entire Google Shopping advertising presence across all major markets, including the U.S., UK, Germany, and Japan, between July 21 and 23, 2025. The retailer's median Shopping ad impression share dropped from as high as 60% to 0%, marking one of the most dramatic exits from Google’s retail ad ecosystem in recent history.
Mikael Brakker, L'Oréal Luxe E-Commerce Director for Europe Zone, spotted the move and shared potential reasons why Amazon would pull its listings:
- Stress Test – Amazon did the same blackout in 2020 to learn what traffic actually needs paid search
- Post Prime Day Detox – to keep ROAS in good shape before the back-to-school rush
- Margin Grab – to avoid the Google middleman
- Negotiation Power Move – to renegotiate a deal with Google (or maybe reset the auctions?)
- AI Search Turf War – to gain full-funnel control over its AI search and discovery
Market observers noted that Amazon cut its Google Shopping spend in the U.S. by 50% in May 2025, indicating that the July withdrawal was part of a longer-term strategy rather than an impulsive move.
David Kyle, a digital marketing analyst, also noted:
“Have they completely disconnected Merchant Center altogether? I can't get them to show up for anything in Free Listings. This is drilling down on Amazon products like Fire and Kindle. I click more stores until all it does is show me ebay listings.”
I'm experiencing similar results when searching for products like “car dash cam” or “USB car charger” that would usually be populated with Amazon listings across free and paid Shopping results.
Advertisers are already seeing changes in click volume and impression share, with some reporting increased ad inventory and early signs of CPC volatility. The long-term impact will depend on whether this shift is a temporary pause, like Amazon’s 2020 retreat, or a permanent reallocation of ad spend away from Google.
If Amazon listings no longer populate on Google Shopping, does that make customers more or less likely to directly visit Amazon's website to comparatively shop?
Whereas before, if Amazon products surfaced alongside other retailer's listings, there'd be less reason to visit Amazon unless the customer was ready to purchase.
Now they might think, “I wonder how this compares to Amazon?” and visit the site directly to find out — subsequently increasing the odds that they continue with their purchase without returning back to Google.
I guess we will find out soon enough…