• by Laurie Sullivan  @lauriesullivan, May 30, 2025

Amazon historically takes a dominant and consistent approach in advertising across Google Shopping, but it has once again “significantly pulled back its ad presence” during the past week, according to data.

The company made the most notable retreat since 2020, according to the independent agency Tinuiti, when it paused Google Shopping ads for nearly three months at the start of the pandemic.

The data shows that Amazon’s daily impression share dropped sharply -- a highly unusual move that could signal a strategic pivot or signal larger market dynamics at play. Temu remains absent from Google auctions, but Shein has returned.

Mark Ballard, Tinuiti director of research, wrote in an email to MediaPost that Walmart's presence in Google auctions has also diminished in the last month, but not as dramatically, and that it is not as unusual to see large swings in Walmart's share of Google Shopping impressions.

The data is based on Google Auction Insights report that it provides to all of its search advertisers.

Tinuiti analyzed a representative sample of the retailers in its client base spanning across multiple product categories.

The impression share in these numbers is a reflection of the instances when both the site and a Tinuiti client were eligible to receive impressions and are not a direct estimate of the site's share of all Google Shopping impressions.