Imagine the world's largest online store suddenly stops advertising on Google Shopping. It sounds dramatic, but that's exactly what happened in July 2025. In 48 hours, Amazon completely withdrew from Google Shopping globally.
That means:
- Millions of daily clicks up for grabs
- Billions in ad budget in games
- A historical possibility for other online stores
What happened? Why? And most importantly, how can you, as a online store, benefit from this change?
What happened?
During 48 hours between 21. and 23. July 2025 removed Amazon all its Google Shopping ads in 19 countries, including the United States, UK, Germany and Sweden. This is the first time Amazon does such a move globally.
According to Search Engine Land (2025), Amazon represented up to 60 % of the visibility of individual markets.
Now they're all gone.
Why does Amazon withdraw?
There are several possible reasons:
- Cost cuts: Amazon saves huge sums by dropping Shopping Ads – often the most expensive form of advertising.
- Experimentation: They test if customers find the way to Amazon without Google as intermediary.
- More control: Amazon builds its own AI-powered channels (such as Rufus) and will own the entire customer journey.
- More expensive ads, lower effect due to AI: Google's ad model is under pressure – and Amazon has probably seen it before many others. Even if search revenues increase, fewer users click on the results. According to GrowthSRC Media, the first position click rate in the search results fell from 28 % to 19 % after AI Overviews was launched - a 32 % dropSo let's say that this is the same thing as that. MailOnline reports a CTR case of over 50% when AI summaries are displayed, especially on mobile. Ahrefs has confirmed similar effects: In an analysis of 300 000 searches CTRs dropped by 34,5 %So let's say that this is the same thing as that. And a study from Pew shows that only 8% of the students click on when the AI review is present – against 15% without. In short, you pay more to be visible, but less clicks. A more expensive and less efficient platform – increasingly stopping at Google itself.
What does this mean for Norwegian online shops?
If you only operate in Norway, that means a little. If you sell internationally – especially in Amazon-heavy markets – this is a gift package:
- Less competition: Less bidding war, higher visibility.
- Lower CPC: Cost per click may fall by 20-30 % (source: PPC Land).
- Better positions: Your products will be better placed in the search results.
What should you do now?
1. Check your numbers: Has CPC or Views Changed? Use tools like Google Ads and Merchant Center to track developments.
2. Increase budget - smart: Turn up for high conversion rate products. Do not throw away money on the entire range.
Three. Test and optimise:
- Improvement of product feed
- Use stand out images
- Try Performance Max or video formats
4. You sell through Amazon? Then there's no more free kit. Consider your own campaigns pointing to your Amazon stores or managing traffic to your own websites.
What if Amazon comes back?
It can happen at any time – and then the prices pop up again.
Prepare:
- Have a “backup plan” for bid and strategy
- Do not be dependent on one channel (job more with e-mail marketing)
- Evaluate ROAS and flexibility weekly
Summary
Amazon has left an ad room worth billions.
But this isn't just about Amazon. It's about the whole Google ecosystem changing:
- Still more searches give an answer without a click
- Click rate to snap
- The advertising is getting more expensive, but it gives less effect
So while everyone is staring at Amazon, you should also ask the question:
How much more dry do you have to be on Google?
Concrete next step:
- Analyse the effect on your campaigns – see if you actually mark lower CPC or lower competition.
- Optimize now while there is room – both with commandments, messages and feed.
- Test New – new advertising formats, promotions or markets that you previously did not get footholds in.
- Follow Amazon can be back tomorrow. Have a plan to scale up or down quickly.
This type of shift happens rarely. The main thing is to assess how it affects your situation – and then adjust
### Case: A online store that took the chance
When Amazon dropped Google Shopping between 21. and 23. on July 2025 up to 60 % of the visibility of some markets disappeared. A Norwegian online store we work with, so the CPC fell from NOK 8.50 to NOK 6.00 (-29 %) and sales increased by 17 % after only two weeks. This shows that less competition and lower click prices can produce rapid effects.
## Concrete optimization tips
– Optimize product feed: Make sure that titles and descriptions contain the most important search terms and use structured data. Update the feed daily to catch new trends. – Use multiple images: test 360 degrees or lifestyle images to stand out in the result lists. – Test Performance Max campaigns, but set own ROAS goals to avoid Google using the entire budget for wide searches. So let's say that this is the same thing as that.
Sources: