Amazon se retire de Google Shopping – Qu'est-ce que cela change ?

After months of baisse du Google Shopping ads, Amazon is completely stopping its enchères. Nothing. The e-commerce giant is halting all investment in the online publicité platform. So why is Amazon pulling out of Google Shopping? What will be the impact for Google? For annonceurs? 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 publicité 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 maximiser margins by taking advantage of natural sales pour le start of the school year? 
• A desire to change publicité stratégie?

Bien que Amazon is now withdrawing from Google Shopping, Il s'agit 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 pour le past year, marketers have noticed a sharp baisse du 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 stratégie may be proof that Amazon’s decision to withdraw is only temporary. But for how long? We do not yet have the answer.

Qu'est-ce que l'impact de Amazon’s withdrawal? 

The decision to withdraw affects non seulement the e-commerce giant, mais aussi Google, Amazon sellers and all annonceurs who bid on the publicité platform. 

For Google 

Amazon’s withdrawal de Google Shopping ads is a major blow à Alphabet Inc. And with good reason, as Amazon’s bids account for a huge share of the group’s publicité 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 Par conséquent an excellent way to acquire thousands of sellers. The e-commerce giant promised them top-notch positioning on the most popular moteurs de recherche. But not anymore. 

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

For annonceurs

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

• Will clicks be cheaper? 
• Will it be easier être 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 enchères. Such a decision could be a boon for annonceurs 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 de Google Shopping? Feel free à contact our Amazon Ads agency pour optimiser your publicité campagnes.