Slightly below one month in the past, on July 23, 2025, Amazon vanished from Google Procuring advertisements in a single day.
No trial, no warning, no phased retreat. One of many largest 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 suppose they might breathe simpler: much less competitors, decrease prices, extra conversions.
However as Fred Vallaeys places it, the truth is extra nuanced: “extra quantity, much less worth.”
Optmyzr’s research eludes that these alternatives since Amazon’s exit didn’t all the time 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 positive to exclude Prime Day and matching days to isolate the impact of Amazon’s exit.
The findings had been important in main metric classes, together with:
- Impressions +5%
- Clicks +7.8%
- Price -1%
- Avg. CPC -8.3%
This primary set of pre-click metrics seemed promising for a lot of retailers. However what about conversions?
That knowledge instructed one other story:
- Conversion quantity stayed flat
- Conversion Worth -5.5%
- Conversion Price -7.2%
- ROAS -4.4%
What does this imply? Advertisements acquired cheaper and drew extra clicks on account of Amazon leaving Google Advertisements. However general, it brough in much less worth to retailers.
The ‘Quantity Entice’ Outlined
Why did conversions fall whilst site visitors elevated? The reply lies in expectations.
Amazon‑looking 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 basic “quantity entice”: site visitors that appears good on the floor however doesn’t ship the bottom-line outcomes.
Vallaeys elaborated extra on the quantity entice, explaining why it occurs and the way to escape the quantity 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 really invaluable. Driving incremental quantity is commonly not troublesome (particularly if you happen to’re prepared to simply accept lower-value site visitors) however the true query is whether or not that site visitors can truly 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 may’t simply change the clicks and count on the identical final result. In case your worth proposition doesn’t align with what shoppers count on, you may even see extra site visitors however no more income.
To flee this entice, advertisers have to reframe their technique. As an alternative of chasing short-term click on progress, they need to concentrate on positioning themselves otherwise. Which may imply emphasizing native sourcing, higher-quality merchandise, or a extra private expertise. These are elements that Amazon can’t replicate. It additionally means wanting past the fast conversion. Even if you happen to don’t win the sale right now, you can begin constructing a relationship that results in long-term buyer loyalty.
The actual secret’s shifting the mindset: don’t simply measure success by quantity. Measure it by the worth of the relationships you create.
To summarize the quantity entice, what Optmyzr confirmed of their research is that extra clicks don’t robotically equal extra income. Should you can’t compete with Amazon-like qualities (worth, delivery, and so forth.), lean into what makes your provide 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 acquired 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.
- Dwelling & Backyard: Site 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%. Consumers probably purchased lower-priced objects 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 aspects had been masked by low-value purchases.
- Instruments & {Hardware}, Attire & Equipment, Arts & Leisure, Furnishings, Autos & Elements: All confirmed some model of the quantity entice: modest will increase in clicks or conversions, however declining worth and ROAS.
What This Means for Advertisers Managing Google Procuring Campaigns
Optmyzr’s knowledge confirmed what occurred when Amazon abruptly 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 have to lean in is decoding what that basically means for account administration.
Optmzyr’s takeaways give some sensible views for advertisers to consider.
- Quantity doesn’t all the time 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 objects), the online affect on your online business might be damaging. This isn’t one thing Optmyzr explicitly known as out, but it surely’s the pure subsequent step in decoding 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 achievement, belief, and pricing. Should you’re in a class the place you may’t ship the identical stage of comfort, you’re extra more likely to see the other impact.
- Measure what issues to your online business. The research discovered that impressions, clicks, and site visitors quantity all elevated. However the metrics that matter (conversion worth and ROAS) instructed a distinct story. That’s the reminder for advertisers: ensure your optimizations concentrate on worth, not vainness metrics.
- Differentiate of threat being forgotten. Should you can’t compete with Amazon on worth or logistics, your benefit has to return from some other place. That may very well be curated merchandise, specialty experience, or constructing a stronger model id.
Methods to Talk these Adjustments to Management
Main modifications within the SERPs could cause some knee-jerk reactions to advertisers.
However after getting these modifications beneath 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’s 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 consumers 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 prospects 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. Should you didn’t have the bottom worth or quickest delivery then, these elements don’t magically go away simply because Amazon paused advertisements. This makes it simpler for them to grasp why further clicks don’t essentially imply further revenue.
By anchoring the dialog within the language of enterprise worth moderately than advertising metrics, PPC execs can construct credibility and preserve executives aligned on life like 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 likelihood. He acknowledged:
It’s unattainable to know precisely how lengthy Amazon will keep out of Google Advertisements, however we will make some educated guesses. One chance is that they’re testing incrementality: pausing advertisements to see how a lot enterprise Google really drives versus natural or different channels. One other is operational: after a powerful Prime Day, they could be letting stock rebalance earlier than reinvesting. Given the timing, it could be shocking 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 rigorously to verify spend is allotted to the areas with the best potential, and leaning on good bidding to make sure that the clicks you do purchase are assembly profitability targets. Efficiency monitoring and conversion monitoring have to be completely strong so automated methods have the proper knowledge to optimize in opposition to.
To sum up, there’s no approach to really know what Amazon’s subsequent transfer on Google will likely be (or gained’t be). However, advertisers and retailers alike can use this chance to provide a famend concentrate on the fundamentals of promoting.
Classes Past the Site visitors Spike
Amazon’s sudden exit from Google Procuring advertisements shattered the comfy assumption that much less competitors equals higher returns.
What adopted wasn’t common raise. 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. Site visitors and impressions are solely invaluable insofar as they drive conversions price your price.
In some classes, you may meet Amazon head-on (like Electronics). At most, you’d be wiser to double down on what makes your online business distinctive, and put money into prospects who worth your story, service, and specialization, not only a discount.
You possibly can learn Optmyzr’s full research right here.
