"Don't Call It A Comeback"

After just 31 days, Amazon has returned to Google Shopping. It is worth noting that in the US the exodus remains, but in all other markets Amazon are now back on Google Shopping.

This was not a blog I expected to write, with there being many rumours in the industry suggesting that Amazon’s exit from Google Shopping was permanent. In retrospect, this prediction does feel a little bit over the top, as it looks like Amazon’s Google Exodus was merely an experiment.

Amazon has not yet released any further statements as to why they have returned (shock), so the official verdict from this test has not been uncovered. Nevertheless, there are a few impacts which I expect to happen over the coming weeks and months.

Increased Glance Views For Sellers/Vendors

While the majority of users start their purchase journey on Amazon while purchasing products on their platform, many customers will start their journey via search engines such as Google. Amazon pulling out of Google impacted many sellers/vendors, as they lost a source of traffic. But now that this change has been reversed, brands should enjoy a surge in traffic, just in time for Q4.

Rising Sales

It’s no secret that increased traffic often leads to more sales. Many Google advertisers are speculating that their brands could see reduced traffic and sales, and while ecommerce isn’t exactly a zero-sum game, it isn’t a millions miles off.

If Google advertisers are predicting falling sales due to AMAZON returning to the market, then all bets are off for guessing who is taking their sales.

Reduced Ad Spends

In my last blog I mentioned that brands may need to increase their ad spends to recoup lost traffic, now they can likely take the opposite action and reduce their ad spends on Sponsored Ads. Assuming that they’re seeing increased non-Sponsored Ads traffic, brands who are looking to maximise sales efficiency can subtly reduce their ads spends

It’s been an interesting month, seeing Amazon U-Turn on this change so quickly. However, for many Amazon-centric brands, this U-turn should be beneficial for their ecommerce activities.

Amazon Ads and Paid Media form a dynamic ecosystem that many brands struggle to manage effectively. At Ikay Media, we’re here to ensure your Digital Ads strategy drives results for your business. We’re currently providing brands with free audits, designed to pinpoint challenges and offer actionable solutions.

If you’re keen to learn more about how Ikay Media can drive your brand forward, please DM me on LinkedIn or email on adam@ikaymedia.com