Just below one month in the past, on July 23, 2025, Amazon vanished from Google Procuring adverts 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 suppose they might 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 examine 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 Research 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 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 Charge -7.2%
- ROAS -4.4%
What does this imply? Advertisements received cheaper and drew extra clicks because of Amazon leaving Google Advertisements. However total, 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‑in search of consumers clicked competitor adverts however nonetheless anticipated Amazon-level pricing, fast transport, 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 quantity entice, explaining why it occurs and the right way to escape the quantity entice.
The amount entice occurs when advertisers get enthusiastic about extra site visitors however don’t cease to ask whether or not these clicks are actually invaluable. Driving incremental quantity is usually not troublesome (particularly in case you’re keen to simply accept lower-value site visitors) however the true query is whether or not that site visitors can really convert profitably.
When Amazon exited Google Advertisements, we noticed consumers clicking on competitor adverts for a similar merchandise however then bouncing again to Amazon. Why? As a result of Amazon has constructed unmatched belief with shoppers: quick Prime transport, predictable pricing, and a well-recognized checkout expertise. That reveals us which you could’t simply change the clicks and count on the identical end result. In case your worth proposition doesn’t align with what shoppers count on, you might 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 development, they need to give attention to 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 rapid conversion. Even in case you don’t win the sale immediately, you can begin constructing a relationship that results in long-term buyer loyalty.
The actual key’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 examine is that extra clicks don’t routinely equal extra income. For those who can’t compete with Amazon-like qualities (value, transport, and so on.), 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 means. Some thrived, whereas others received 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.
- House & 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 practically 10%. Consumers 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. Good points have been masked by low-value purchases.
- Instruments & {Hardware}, Attire & Equipment, Arts & Leisure, Furnishings, Automobiles & Components: 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 immediately 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 deciphering what that actually 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 consumers aren’t shopping for (or in the event that they’re shopping for lower-ticket gadgets), the web affect on your corporation may be detrimental. This isn’t one thing Optmyzr explicitly known as out, but it surely’s the pure subsequent step in deciphering their findings.
- Class context is important when evaluating success. Optmyzr highlighted Electronics as a class that noticed improved conversions and ROAS. Why? As a result of these retailers might match and even surpass Amazon on achievement, belief, and pricing. For those who’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 your corporation. The examine 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: be sure that your optimizations give attention to worth, not self-importance metrics.
- Differentiate of danger being forgotten. For those who can’t compete with Amazon on value or logistics, your benefit has to return from some other place. That could possibly 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 getting these adjustments underneath management, how do you clarify this basic shift to management?
Vallaeys supplied 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 and marketing 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 clients anticipated Amazon-level pricing and supply that we couldn’t match.’ That ties the advertising and marketing story on to monetary outcomes they already take into consideration on daily basis.
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. For those who didn’t have the bottom value or quickest transport then, these elements don’t magically go away simply because Amazon paused adverts. 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 moderately than advertising and marketing metrics, PPC execs can construct credibility and maintain executives aligned on sensible 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 said:
It’s inconceivable 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 adverts to see how a lot enterprise Google actually 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 will be shocking in the event that they didn’t return for the vacation season, particularly Black Friday and Cyber Monday, once they usually maximize their advertising and marketing push.
If and when Amazon comes again, advertisers ought to give attention to fundamentals. Which means managing budgets rigorously to ensure spend is allotted to the areas with the very 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 techniques have the suitable knowledge to optimize in opposition to.
To sum up, there’s no option to actually know what Amazon’s subsequent transfer on Google might be (or received’t be). However, advertisers and retailers alike can use this chance to offer a famend give attention to the fundamentals of promoting.
Classes Past the Visitors Spike
Amazon’s sudden exit from Google Procuring adverts shattered the snug assumption that much less competitors equals higher returns.
What adopted wasn’t common raise. It was extra like an advanced 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 invaluable insofar as they drive conversions value your value.
In some classes, you possibly can meet Amazon head-on (like Electronics). At most, you’d be wiser to double down on what makes your corporation distinctive, and put money into clients who worth your story, service, and specialization, not only a discount.
You possibly can learn Optmyzr’s full examine right here.
