For brands generating between $1M and $50M in annual revenue, Amazon has likely become both an asset and a bottleneck. While Sponsored Products help win visibility inside the marketplace, most businesses still struggle to break through discoverability limits or reach customers earlier in their shopping journey. Thatโs where Google Shopping Ads, used strategically to support Amazon listings, become a powerful growth lever.
This article breaks down how high-growth brands can implement and optimize Google Shopping Ads to enhance visibility, improve conversions, and gain a competitive edgeโwhile ensuring full compliance with both Google and Amazon's advertising ecosystems.
Using Google Shopping Ads for Amazon Sellers: Cross-Channel Marketing
Many customers begin their shopping journey on Googleโeven if they ultimately purchase on Amazon. For visual-first categories like apparel, beauty, home goods, and electronics, Google Shopping Ads provide front-row access to shoppers during product discovery. Unlike Amazon Sponsored Products, which compete inside a crowded marketplace, Google Shopping lets you intercept broader buyer intent before customers even reach Amazon.
These ads showcase product images, prices, titles, and brand names directly in Google search results. The visual format increases engagement, especially for aesthetically driven products.By combining both platforms, brands can:
- Expand visibility beyond Amazon's ecosystem
- Target upper-funnel discovery moments on Google
- Support branded search for more consistent presence across platforms
For companies already managing internal AMS operations, this strategy is a way to diversify reach without cannibalizing Amazon traffic.
How Amazon and Google Shopping Ads Work
Despite the benefits, you canโt link Google Shopping Ads directly to Amazon product listings. Google requires that ads point to a compliant website, not a third-party marketplace. The solution: use a landing page as an intermediate step.
Hereโs the flow:
Google Shopping Ad โ Landing Page โ Amazon Product Listing
This method complies with Google Merchant Center policies and Amazon external traffic guidelines.
To make this work, youโll need:
- A product data feed submitted to Google Merchant Center
- A Google Ads campaign (Shopping or Performance Max)
- A landing page that pre-sells the product and includes a clear โBuy on Amazonโ CTA
Visual Funnel Flow
Google Ad โ Landing Page โ Amazon Listing
This allows you to capture and influence shoppers before they land on your Amazon listing while maintaining full platform compliance.
Step-by-Step Setup to Use Google Shopping Ads for Your Amazon Store
Step 1: Export Product Feed
Use a feed management tool to extract your Amazon product catalog. Be sure to include:
- Product titles and descriptions
- GTINs/UPCs
- Images
- Landing page URLs (not Amazon links)
- Pricing and inventory status
Step 2: Upload Feed to Google Merchant Center
Log in to Google Merchant Center, set up your account, and upload the feed in XML or spreadsheet format. Ensure all data aligns with Googleโs product data specification.
Step 3: Build a Campaign in Google Ads
In Google Ads, choose one of two formats:
- Standard Shopping: Gives more manual control
- Performance Max: Googleโs AI-powered solution that places ads across Search, Shopping, Display, Gmail, and YouTube
Set goals like Maximize Conversions or Target ROAS and define a budget that aligns with your Amazon strategy.
Step 4: Create a Landing Page
This is a must-have for compliance. Best practices include:
- Fast load speed (<3 seconds)
- Clear โBuy on Amazonโ button
- Matching product title and image from the Google feed
- Mention โFulfilled by Amazonโ or Prime, if applicable
Setup Flowchart
Amazon Product Feed โ Google Merchant Center โ Google Ads โ Landing Page โ Amazon Listing
This structure ensures that the ad journey is smooth, compliant, and optimized for conversions.
Optimization Best Practices for Amazon Productโs Google Shopping Ads
A well-structured feed and campaign setup is only the beginning. Optimization is what drives ROI.
1. Product Feed Enhancements
Google prioritizes feeds with rich, clear, and keyword-optimized content.
Before:
- Title: โBlenderโ
- Description: โHigh-speed blender for smoothies.โ
After:
- Title: โPortable High-Speed Blender โ 500W โ 2 Speed Settings โ BPA-Free โ [Brand]โ
- Description: โ500W BPA-free portable blender with 2-speed settingsโideal for smoothies, protein shakes, and travel use.โ
2. Visual Optimization
Use high-resolution, contextual images. Lifestyle photos tend to perform better than generic product shots.
3. Bidding & Budget Strategy
Enable Performance Max for real-time optimization. For manual control, set tiered bids based on product margin or ASP.
4. Use Automation Tools
Leverage:
Google Ads Scripts for auto-pausing low-performing SKUs
Optimized vs. Unoptimized Feed Fields
Tracking & ROI of Google Shopping Ads for Your Amazon Product
Because youโre sending traffic to Amazon through an intermediary landing page, conversion tracking requires a few key tools.
1. Google Analytics 4 (GA4)
Install GA4 on your landing page to track:
- Ad clicks
- Page visits
- Button clicks to Amazon
2. GCLID Tracking
Use gclid parameters to match Google Ads data with GA4 insights. This helps assess engagement even if direct Amazon sales attribution isnโt possible.
3. Attribution Modeling
Since Amazon wonโt reveal conversion data directly linked to Google Ads, use:
- Amazon Brand Analytics to view session changes
- Amazon Attribution (Beta) for more direct insights
- 3rd-party modeling platforms like Northbeam or Triple Whale
Common Pitfalls while Using Google Shopping Ads for Amazon
Even experienced eCommerce teams encounter avoidable errors.
Top Mistakes to Avoid:
Check Google Merchant Center policies and Amazon traffic guidelines frequently to avoid account suspensions or low ad visibility.
Compliance Checklist Visual
Future-Proof with AI & Automation
The landscape of digital advertising is evolving rapidly. Googleโs introduction of Performance Max marks a shift toward fully automated, AI-driven campaigns. For Amazon-focused brands, this presents an opportunity to operate more efficiently and intelligently.
Emerging Tactics:
- Smart Bidding: Auto-adjusts bids to hit ROAS or conversion targets
- Dynamic Creative Optimization: Google automatically tests and serves the best ad combination
- AI-Driven Feed Management: Tools like SalesDuo can rewrite titles, test image variants, and automate rule-based changes
Timeline: Campaign Evolution
This approach allows leaner teams to manage larger catalogs with higher accuracy and better performance.
Key Takeaways
For Amazon-native brands earning between $1M and $50M annually, Google Shopping Ads are no longer a nice-to-haveโthey're a strategic force multiplier. While Amazon Sponsored Products are effective for in-market audiences, they operate within a closed-loop system. Google Shopping, on the other hand, extends your brandโs visibility to the top and mid-funnelโintercepting shoppers at the earliest stages of their journey.
Here's what that means for your brand:
- Reach Shoppers Earlier:
Capture attention from buyers actively searching on Google, long before they land on Amazon or see your competitorsโ Sponsored Product Ads. By presenting your products on Google Shopping, you're influencing consideration when brand loyalty hasnโt yet formed. - Control Brand Narrative Outside Amazon:
On Amazon, your content is often constrained to listings and limited space. With Google Shopping and a customized landing page, you control messaging, visuals, and positioning, reinforcing brand trust and influencing decision-making in a more holistic way. - Drive Measurable ResultsโEven with Attribution Gaps:
While direct tracking of Amazon conversions from Google Ads isnโt always 1:1, tools like GA4, Amazon Attribution, and conversion modeling can provide reliable performance data. You gain insight into traffic flow, buyer behavior, and contribution to incremental salesโeven when final purchases happen on Amazon.
Why it Matters
Brands at the $1Mโ$50M revenue level are often in a critical growth phaseโyouโve proven product-market fit, built operational infrastructure, and now need to scale visibility efficiently. Google Shopping Ads offer a low-lift, high-impact channel to support that growth by bringing more qualified traffic into your ecosystem and strengthening your presence across digital touchpoints.
But this strategy only works if executed correctly. That means:
- A compliant, fast-loading landing page
- A fully optimized product feed tailored for Googleโs requirements
- Strategic use of AI-powered tools like Performance Max
- Ongoing bid, budget, and content optimization
How SalesDuo Helps
Scaling your Amazon presence while simultaneously building external demand through Google Shopping Ads requires precise coordination across platforms, data, and execution layers. Thatโs where SalesDuo steps inโnot as a one-off agency, but as a full-stack growth partner.
Our approach combines technology, automation, and cross-platform expertise to help brands seamlessly execute high-performance Google Shopping campaigns that support and scale Amazon sales, not compete with them.
Hereโs how we help:
1. Feed Extraction and Transformation
Your product data is the foundation of your Shopping Ads. SalesDuo automatically pulls product information directly from your Amazon catalog, DTC site, or ERP systems, cleans and normalizes it, then transforms it into Google-compliant shopping feeds. We ensure:
- Proper taxonomy classification
- Title and description optimization
- GTIN/UPC enrichment
- Dynamic inventory and price syncing
2. Merchant Center Compliance
Googleโs Merchant Center has strict feed rules and policy enforcement. Non-compliance leads to account suspensions, disapprovals, and wasted ad spend. SalesDuo handles:
- Feed validation and re-submission
- Disapproval troubleshooting
- Structured data markup
- Real-time error alerts
3. Landing Page Development
Because Google Shopping Ads cannot link directly to Amazon listings, SalesDuo builds fast, mobile-first, and conversion-optimized landing pages that act as a compliant bridge. These pages are:
- Branded and on-domain
- Tailored for SEO and load speed
- Designed with persuasive โBuy on Amazonโ CTAs
- Optimized for FBA trust elements (Prime badge, delivery speed, etc.)
4. Campaign Setup and Management
Whether you're running Standard Shopping or Performance Max, our team configures campaigns with the precision required for scale. We:
- Segment product groups by price, margin, or performance
- Set up budget pacing and smart bidding strategies (Target ROAS, Max Conversion)
- Manage exclusions, keyword signals, and location targeting
- Continuously optimize based on click-through rates, page engagement, and Amazon conversions
You get clean, executive-ready reports that show campaign performance, not just ad clicksโallowing you to justify spending and reallocate budgets confidently.
By integrating your Amazon and Google Shopping strategies, we enable you to grow visibility, improve ROAS, and reduce the operational burden of managing yet another marketing channel.
Schedule your 1:1 growth call with SalesDuo now!
Frequently Asked Questions
About the Author
Atharva Dhokte is a thoughtful problem-solver who enjoys making sense of complex data and driving meaningful outcomes. With a background in analytics and global supplier collaboration, he thrives on challenge and creativity. Outside of work, Atharva is a movie buff, podcast enthusiast, and avid traveler.
