Slightly below one month in the past, on July 23, 2025, Amazon vanished from Google Purchasing advertisements in a single day.
No trial, no warning, no phased retreat. One of many greatest advertisers on the platform merely stepped again, leaving a noticeable hole in auctions.
For a lot of retailers, this shift opened the door to new alternatives. It’s tempting to assume they’d breathe simpler: much less competitors, decrease prices, extra conversions.
However as Fred Vallaeys places it, the fact is extra nuanced: “extra quantity, much less worth.”
Optmyzr’s research eludes that these alternatives since Amazon’s exit didn’t at all times translate into stronger efficiency. Learn on to additional discover Optmyzr’s findings on the nice Amazon exit.
Key Findings from Optmyzr’s Examine on Amazon Leaving Google Advertisements
Optmyzr in contrast efficiency throughout two matched weeks: July 23-29, 2025 vs. July 16-22, 2025.
They made certain to exclude Prime Day and matching days to isolate the impact of Amazon’s exit.
The findings have been vital in main metric classes, together with:
- Impressions +5%
- Clicks +7.8%
- Value -1%
- Avg. CPC -8.3%
This primary set of pre-click metrics regarded promising for a lot of retailers. However what about conversions?
That information informed one other story:
- Conversion quantity stayed flat
- Conversion Worth -5.5%
- Conversion Fee -7.2%
- ROAS -4.4%
What does this imply? Advertisements obtained cheaper and drew extra clicks on account of Amazon leaving Google Advertisements. However total, it brough in much less worth to retailers.
The ‘Quantity Lure’ Outlined
Why did conversions fall at the same time as site visitors elevated? The reply lies in expectations.
Amazon‑searching for customers clicked competitor advertisements however nonetheless anticipated Amazon-level pricing, fast delivery, and seamless service.
When most manufacturers couldn’t meet that bar, conversions and worth slipped. That’s the traditional “quantity entice”: site visitors that appears good on the floor however doesn’t ship the bottom-line outcomes.
Vallaeys elaborated extra on the amount entice, explaining why it occurs and learn how to escape the amount entice.
The quantity entice occurs when advertisers get enthusiastic about extra site visitors however don’t cease to ask whether or not these clicks are actually beneficial. Driving incremental quantity is commonly not tough (particularly for those who’re keen to just accept lower-value site visitors) however the actual query is whether or not that site visitors can really convert profitably.
When Amazon exited Google Advertisements, we noticed customers clicking on competitor advertisements for a similar merchandise however then bouncing again to Amazon. Why? As a result of Amazon has constructed unmatched belief with shoppers: quick Prime delivery, predictable pricing, and a well-known checkout expertise. That reveals us that you could’t simply substitute the clicks and anticipate the identical end result. In case your worth proposition doesn’t align with what shoppers anticipate, you may even see extra site visitors however no more income.
To flee this entice, advertisers must reframe their technique. As a substitute of chasing short-term click on development, they need to concentrate on positioning themselves in another way. That may imply emphasizing native sourcing, higher-quality merchandise, or a extra private expertise. These are elements that Amazon can’t replicate. It additionally means trying past the speedy conversion. Even for those who don’t win the sale in the present day, you can begin constructing a relationship that results in long-term buyer loyalty.
The true secret is shifting the mindset: don’t simply measure success by quantity. Measure it by the worth of the relationships you create.
To summarize the amount entice, what Optmyzr confirmed of their research is that extra clicks don’t mechanically equal extra income. When you can’t compete with Amazon-like qualities (value, delivery, and many others.), lean into what makes your supply distinctive and construct relationships that repay in the long term.
Which Classes Gained and Which Struggled After Amazon’s Exit
Not each class reacted the identical manner. Some thrived, whereas others obtained caught within the quantity entice:
- Electronics: The standout success story. Clicks +11.5%, Conversions +81.3%, Conversion Worth +10.9%, ROAS +7.1%, and all with decrease CPCs.
- Residence & Backyard: Visitors surged (+13.1%), however Conversion Worth dropped 7.5%, ROAS -7.7%. Extra quantity, however much less worth per sale.
- Sporting Items: Conversions rose 20.7%, however worth declined almost 10%. Customers probably purchased lower-priced gadgets or held again as a result of they couldn’t discover Amazon-level offers.
- Well being & Magnificence: Conversions elevated 14.6%, however conversion worth basically flat (+0.3%), ROAS up solely barely. Positive factors have been masked by low-value purchases.
- Instruments & {Hardware}, Attire & Equipment, Arts & Leisure, Furnishings, Autos & Elements: All confirmed some model of the amount entice: modest will increase in clicks or conversions, however declining worth and ROAS.
What This Means for Advertisers Managing Google Purchasing Campaigns
Optmyzr’s information confirmed what occurred when Amazon all of the sudden stepped out of the image: cheaper clicks, extra site visitors, however finally decrease worth.
That’s the information facet of the story.
The place entrepreneurs must lean in is deciphering what that basically means for account administration.
Optmzyr’s takeaways give some sensible views for advertisers to consider.
- Quantity doesn’t at all times equal victory. Extra clicks would possibly look nice on the floor, but when these customers aren’t shopping for (or in the event that they’re shopping for lower-ticket gadgets), the online impression on what you are promoting will be unfavourable. This isn’t one thing Optmyzr explicitly known as out, nevertheless it’s the pure subsequent step in deciphering their findings.
- Class context is vital when evaluating success. Optmyzr highlighted Electronics as a class that noticed improved conversions and ROAS. Why? As a result of these retailers may match and even surpass Amazon on success, belief, and pricing. When you’re in a class the place you possibly can’t ship the identical degree of comfort, you’re extra more likely to see the alternative impact.
- Measure what issues to what you are promoting. The research discovered that impressions, clicks, and site visitors quantity all elevated. However the metrics that matter (conversion worth and ROAS) informed a special story. That’s the reminder for advertisers: be sure that your optimizations concentrate on worth, not vainness metrics.
- Differentiate of danger being forgotten. When you can’t compete with Amazon on value or logistics, your benefit has to return from some other place. That might be curated merchandise, specialty experience, or constructing a stronger model id.
The way to Talk these Modifications to Management
Main adjustments within the SERPs may cause some knee-jerk reactions to advertisers.
However after you have these adjustments below management, how do you clarify this basic shift to management?
Vallaeys provided his take and suggestions on how PPC managers can craft the dialog.
When speaking to executives, the secret is to border the story in enterprise outcomes, not advertising jargon. Most C-suite leaders don’t care about CPCs, impression share, or public sale dynamics. However they completely care about income, revenue, and the standard of shoppers being acquired.
So, as an alternative of claiming ‘our clicks went up however our ROAS went down,’ you would possibly say: ‘We gained extra site visitors after Amazon left the public sale, however a lot of that site visitors didn’t convert as profitably as a result of clients anticipated Amazon-level pricing and supply that we couldn’t match.’ That ties the advertising story on to monetary outcomes they already take into consideration daily.
It additionally helps to remind executives that these dynamics aren’t random: they’ve skilled the identical challenges competing in opposition to Amazon earlier than. When you didn’t have the bottom value or quickest delivery then, these elements don’t magically go away simply because Amazon paused advertisements. This makes it simpler for them to know why additional clicks don’t essentially imply additional revenue.
By anchoring the dialog within the language of enterprise worth slightly than advertising metrics, PPC professionals can construct credibility and preserve executives aligned on practical expectations.
So don’t speak about CPCs, however speak about income and revenue. The C-suite cares about enterprise outcomes, not public sale mechanics.
Will Amazon Return to Google Advertisements Quickly?
Since Amazon has left Google Advertisements so abruptly, it begs the query: will they be returning anytime quickly?
I requested Vallaeys on his perspective of the chance. He said:
It’s not possible to know precisely how lengthy Amazon will keep out of Google Advertisements, however we are able to make some educated guesses. One risk is that they’re testing incrementality: pausing advertisements to see how a lot enterprise Google actually drives versus natural or different channels. One other is operational: after a powerful Prime Day, they might be letting stock rebalance earlier than reinvesting. Given the timing, it will be stunning in the event that they didn’t return for the vacation season, particularly Black Friday and Cyber Monday, once they sometimes maximize their advertising push.
If and when Amazon comes again, advertisers ought to concentrate on fundamentals. Meaning managing budgets fastidiously to verify spend is allotted to the areas with the best potential, and leaning on sensible bidding to make sure that the clicks you do purchase are assembly profitability targets. Efficiency monitoring and conversion monitoring should be completely stable so automated programs have the correct information to optimize in opposition to.
To sum up, there’s no strategy to actually know what Amazon’s subsequent transfer on Google can be (or received’t be). However, advertisers and retailers alike can use this chance to present a famend concentrate on the fundamentals of promoting.
Classes Past the Visitors Spike
Amazon’s sudden exit from Google Purchasing advertisements shattered the comfy assumption that much less competitors equals higher returns.
What adopted wasn’t common elevate. It was extra like a sophisticated shuffle, the place manufacturers noticed extra site visitors however not essentially extra revenue.
Use this second as a reminder: measure what issues. Visitors and impressions are solely beneficial insofar as they drive conversions price your price.
In some classes, you possibly can meet Amazon head-on (like Electronics). At most, you’d be wiser to double down on what makes what you are promoting distinctive, and spend money on clients who worth your story, service, and specialization, not only a discount.
You possibly can learn Optmyzr’s full research right here.
