Just under one month ago, on July 23, 2025, Amazon vanished from Google Shopping ads overnight.
No trial, no warning, no phased retreat. One of the biggest advertisers on the platform simply stepped back, leaving a noticeable gap in auctions.
For many retailers, this shift opened the door to new opportunities. It’s tempting to think they would breathe easier: less competition, lower costs, more conversions.
But as Fred Vallaeys puts it, the reality is more nuanced: “more volume, less value.”
Optmyzr’s study eludes that those opportunities since Amazon’s exit didn’t always translate into stronger performance. Read on to further explore Optmyzr’s findings on the great Amazon exit.
Key Findings from Optmyzr’s Study on Amazon Leaving Google Ads
Optmyzr compared performance across two matched weeks: July 23-29, 2025 vs. July 16-22, 2025.
They made sure to exclude Prime Day and matching days to isolate the effect of Amazon’s exit.
The findings were significant in major metric categories, including:
- Impressions +5%
- Clicks +7.8%
- Cost -1%
- Avg. CPC -8.3%
This first set of pre-click metrics looked promising for many retailers. But what about conversions?
That data told another story:
- Conversion volume stayed flat
- Conversion Value -5.5%
- Conversion Rate -7.2%
- ROAS -4.4%
What does this mean? Ads got cheaper and drew more clicks as a result of Amazon leaving Google Ads. But overall, it brough in less value to retailers.
The ‘Volume Trap’ Defined
Why did conversions fall even as traffic increased? The answer lies in expectations.
Amazon‑seeking shoppers clicked competitor ads but still expected Amazon-level pricing, quick shipping, and seamless service.
When most brands couldn’t meet that bar, conversions and value slipped. That’s the classic “volume trap”: traffic that looks good on the surface but doesn’t deliver the bottom-line results.
Vallaeys elaborated more on the volume trap, explaining why it happens and how to escape the volume trap.
The volume trap happens when advertisers get excited about more traffic but don’t stop to ask whether those clicks are truly valuable. Driving incremental volume is often not difficult (especially if you’re willing to accept lower-value traffic) but the real question is whether that traffic can actually convert profitably.
When Amazon exited Google Ads, we observed shoppers clicking on competitor ads for the same products but then bouncing back to Amazon. Why? Because Amazon has built unmatched trust with consumers: fast Prime shipping, predictable pricing, and a familiar checkout experience. That shows us that you can’t just replace the clicks and expect the same outcome. If your value proposition doesn’t align with what consumers expect, you may see more traffic but not more revenue.
To escape this trap, advertisers need to reframe their strategy. Instead of chasing short-term click growth, they should focus on positioning themselves differently. That might mean…
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