Amazon sellers can use Google Shopping Ads to promote products they also sell on Amazon. The usual setup combines Google Merchant Center, an accurate product feed, an owned and verified website, compliant landing pages, Google Ads, and a clear route from the landing page to Amazon.
For most third-party sellers, this is not a simple direct-to-Amazon campaign. Google Merchant Center requires merchants to verify their online store and submit a landing page that accurately matches the product data in their account. A thin page created only to redirect shoppers to Amazon may create compliance, trust, and performance problems.
For Amazon sellers, D2C brands, and eCommerce teams, this can be useful when Amazon ad costs are rising, product discovery needs to grow, or the brand wants traffic beyond Amazon search.
This guide focuses on how sellers can advertise their own Amazon products through Google Shopping. For updates on Amazonโs separate participation as an advertiser, see the dated status section below.
Quick Answer: Can You Use Google Shopping Ads for Amazon Products?
Yes, Amazon sellers can use Google Shopping Ads to promote products they also sell on Amazon. However, the standard setup normally requires a Google Merchant Center account, a verified business website, a compliant product feed, useful landing pages, Google Ads, and a clear tracking plan. Review the Google Merchant Center guidelines before submitting products or launching campaigns. The landing page can then include a visible Buy on Amazon option.
A common flow can look like this:
- Create or optimize a product feed.
- Upload the feed to Google Merchant Center.
- Build a Google Shopping or Performance Max campaign.
- Send traffic to a compliant product landing page.
- Add a clear โBuy on Amazonโ path where appropriate.
- Track landing page activity and Amazon-side lift.
The aim isn't to replace Amazon Ads, but to add another way for shoppers to find your products earlier in their search.
Is Amazon on Google Shopping Right Now?
Last updated: July 15, 2026
Amazonโs participation in Google Shopping has changed by market and period. Amazon reportedly withdrew from Google Shopping ads in late July 2025. In August 2025, industry reporting indicated that it resumed Shopping activity across some international markets, while its US participation remained different at that time.
Because Amazon can adjust its advertising activity by country, category, and campaign period, sellers should review current Google search results, Auction Insights, impression share, CPC trends, and competitor activity rather than assume Amazon is consistently active or absent.
This concerns Amazonโs own advertising activity. It does not prevent independent sellers from promoting their products through their own Merchant Center accounts, verified websites, compliant landing pages, and Google Ads campaigns.
| Period | Reported development | Seller takeaway |
|---|---|---|
| Late July 2025 | Amazon reportedly withdrew from Google Shopping placements | Some advertisers experienced changes in auction pressure, clicks, visibility, and CPC conditions |
| August 2025 | Amazon reportedly resumed activity in selected international markets, while US participation remained different | Participation varied by country |
This does not mean every seller should jump into Google Shopping right away. Brands should learn how outside search demand can help Amazon growth when campaigns are set up correctly.โ
Google Shopping Ads vs Amazon Ads and Sponsored Products
Google Shopping Ads reach shoppers across Google while they research products, compare options, or search by category. Amazon Sponsored Products reach shoppers inside Amazon, where purchase intent is often stronger, and product comparison is already underway.
The key difference is the traffic path. Google Shopping generally sends shoppers to an owned and verified merchant website. Sponsored Products send shoppers directly to an Amazon product detail page.
| Factor | Google Shopping Ads | Amazon Ads / Sponsored Products |
|---|---|---|
| Shopper location | Google Search, Shopping, Images, and other Google surfaces | Amazon search and product pages |
| Main purpose | External discovery and traffic | Marketplace demand capture |
| Landing path | Owned site or landing page | Amazon product detail page |
| Feed requirement | Google Merchant Center feed | Amazon catalog/listing |
| Cost model | Usually cost per click | Cost per click |
| Targeting | Feed data, audience signals, campaign settings, and automation | Keywords, products, categories, or automatic targeting |
| Tracking | GA4, GCLID, Amazon Attribution, modeling | Amazon Ads reports |
| Best for | Reaching shoppers before Amazon | Capturing high-intent Amazon shoppers |
| Main risk | Tracking and compliance complexity | Marketplace competition and CPC pressure |
Use Google Shopping to create demand outside Amazon. Use Sponsored Products when you want to capture shoppers already searching on Amazon. Many brands use both, but each campaign should have a separate goal and measurement plan.
Most growing brands shouldnโt see this as an either-or choice. Itโs better to use both, each with a clear purpose.
How Amazon Google Shopping Ads Work
Amazon Google Shopping Ads work through a controlled external traffic path. The brand uses Google Shopping to reach shoppers, then sends them to a compliant landing page or an owned website experience that guides them toward Amazon.
The basic flow is as follows:
- Product feed
- Google Merchant Center
- Google Ads campaign
- Landing page
- Buy on Amazon CTA
- Tracking and reporting
This approach lets brands control compliance, product details, and tracking more closely.
The landing page matters because Google Shopping generally follows an owned-site path. It should accurately show the product, price, availability, images, essential details, brand information, and purchase options included in the feed.
This is the central difference from Amazon Sponsored Products: Google Shopping normally sends shoppers to the merchantโs verified website. In contrast, Sponsored Products send them directly to an Amazon product detail page.
Step-by-Step Setup for Google Shopping Ads for Amazon Products
To set up Google Shopping Ads for Amazon products, begin with your product feed. Then, to ensure you have a compliant landing page and a tracking plan, move on to setting up the Merchant Center and Google Ads.
Step 1: Set Up Merchant Center and Verify Your Website
Create or review your Google Merchant Center account, add accurate business information, and verify that you control the website domain used in your product data.
Your site should contain functional product pages, contact details, shipping information, return policies, and a clear purchasing path. Feed approval depends on both the submitted product data and the quality and compliance of the website shoppers reach after clicking.
Optional tools for larger catalogs: A feed management platform or an ecommerce connector can automate product data updates, inventory and price synchronization, feed scheduling, and disapproval monitoring. These tools are most useful when a brand manages many products, marketplaces, or frequently changing inventory.
Step 2: Prepare the Product Feed
Follow Googleโs product data specification when preparing product titles, descriptions, images, prices, availability, condition, landing-page URLs, and product identifiers. Accurate, correctly formatted data helps Google match products to relevant searches and reduces the risk of disapprovals or restricted visibility.
Submit brand, GTIN, and MPN values when required or applicable. Google recommends providing the relevant unique product identifiers because they help identify products accurately and improve matching.
Product data must match the landing page. Configure shipping and return information for every target country, and regularly check for conflicting prices, incorrect availability, weak images, missing identifiers, or policy errors.
Step 3: Upload Feed to Google Merchant Center
Upload the feed to Google Merchant Center and check for any disapprovals, missing fields, or policy issues.
Maintaining feed health is crucial here. If thereโs any missing information or errors, it can prevent your ads from running properly.
Step 4: Choose Standard Shopping or Performance Max
Standard Shopping gives more manual control. Performance Max can reach more Google surfaces with automation.
Choose the option that best fits your budget, data quality, tracking setup, and desired level of control.
Performance Max can be risky when the campaign lacks clean conversion signals, meaningful landing-page events, and well-segmented product groups. Without those inputs, automation may optimize toward Google-side clicks or engagement without proving that the traffic creates measurable Amazon sales lift.
| Campaign Type | Best For | Key Consideration |
|---|---|---|
| Standard Shopping | More manual control | Needs closer management |
| Performance Max | Broader automated reach | Needs strong tracking and feed segmentation |
Step 5: Build a Compliant Landing Page
Your landing page should load quickly, match your brand, focus on the product, and be easy to understand. It should explain the product and include a clear โBuy on Amazonโ button if needed.
Avoid thin pages that only redirect traffic, as they can cause compliance and performance problems.
Step 6: Connect Tracking
Use GA4 to measure landing-page behavior, GCLID to preserve Google Ads click information, and Amazon Attribution where the account is eligible.
Amazon Attribution is available to professional sellers enrolled in Brand Registry with the appropriate Brand Representative role, vendors, agencies representing clients that sell on Amazon, and authors advertising through the Ads Console. Access and features can vary by marketplace and account.
Eligible US seller brand owners should also review the Brand Referral Bonus. Qualifying sales measured through Amazon Attribution may earn referral-fee credits, which can improve the campaignโs effective ROI.
Step 7: Launch, Monitor, and Optimize
After launch, monitor feed health, CPC, CTR, landing page engagement, outbound Amazon clicks, Amazon sessions, and sales lift.
Do not judge results by Google clicks alone. Focus on whether external traffic supports Amazon's profitable growth.
Landing Page Compliance: What Sellers Must Get Right
A compliant landing page should provide the same clarity shoppers expect from strong Amazon product listing optimization: accurate product information, clear images, relevant benefits, consistent pricing, and an easy-to-understand purchase path.
The page should not feel like a doorway or a thin redirect page.
Use this checklist:
| Requirement | Why It Matters |
|---|---|
| Clear product information | Helps shoppers understand the offer |
| Accurate pricing or offer details | Reduces mismatch and confusion |
| Strong product images | Improves trust and engagement |
| Contact or brand information | Supports credibility |
| Clear policies | Helps meet website quality expectations |
| Fast page speed | Reduces drop-off |
| Mobile-friendly design | Most shoppers browse on mobile |
| Clear Buy on Amazon CTA | Guides shoppers to the next step |
The landing page should support compliance and conversion. A weak page can waste traffic even if the campaign gets clicks.
Product Feed Optimization for Amazon Google Shopping Ads
The quality of your product feed largely impacts the performance of your Google Shopping campaigns. A better feed helps Google match your products to the right searches and gives you more control.
Focus on these fields:
- Product title
- Product description
- GTIN or UPC
- Product type
- Images
- Price
- Availability
- Landing page URL
- Custom labels
- Margin or priority tiers
| Feed Field | Weak Version | Strong Version |
|---|---|---|
| Title | Dog Bed | Washable Orthopedic Dog Bed for Large Dogs |
| Description | Comfortable bed | Supportive foam bed with washable cover |
| Product type | Pets | Pet Supplies > Dog Supplies > Dog Beds |
| Image | Low-quality image | Clear product image on white background |
| Custom label | None | Best seller, high margin, seasonal |
A well-structured feed makes it easier to stay relevant, manage bids, segment your products, and track results.
Tracking and ROI: How to Measure Google Shopping Traffic to Amazon
Measuring Google Shopping traffic to Amazon requires more than one tool. Use GA4, GCLID, Amazon Attribution, Brand Analytics, and modeling together to understand the full picture.
An Amazon BI dashboard can bring Google-side metrics, landing-page activity, Amazon Attribution data, Amazon Ads performance, and total-sales trends into one reporting view.
No single tool can give you the complete picture. Use four layers to measure performance:
| Measurement layer | What to review |
|---|---|
| Google Ads | Impressions, clicks, CTR, CPC, spend, product demand, and campaign performance |
| Landing page | Sessions, engagement, product views, scroll depth, and Buy on Amazon clicks |
| Amazon | Attributed purchases, sessions, conversion, sales, ACoS, TACoS, and total sales |
| Incrementality | Sales lift against a baseline, holdout period, product group, or comparable market |
Review the layers together. A campaign can generate inexpensive Google clicks without producing meaningful Amazon activity, even as Amazon sales may rise, though not every purchase is directly attributable to a single Google click.
| Tool / Method | What It Shows | Limitation |
|---|---|---|
| GA4 | Landing page visits, clicks, engagement | Does not fully show Amazon purchases |
| GCLID | Google Ads click-level tracking | Needs clean tagging |
| Amazon Attribution | External traffic impact on Amazon | Setup and availability can vary |
| Brand Analytics | Amazon-side search and traffic signals | Not one-to-one campaign tracking |
| Modeling | Estimated incremental lift | Needs clean baseline and assumptions |
Track both Google-side and Amazon-side signals.
Important metrics include:
- CPC
- CTR
- Landing page engagement
- Buy on Amazon clicks
- Amazon sessions
- Conversion rate
- ROAS
- ACoS
- TACoS
- Total sales lift
The best way to measure results is to look at paid traffic, organic impact, and your total Amazon performance together.
When Should Amazon Sellers Use Google Shopping Ads?
Amazon sellers should use Google Shopping Ads if they have strong product images, enough profit margin, a compliant landing page, and a clear way to track results.
This strategy works best when your brand is ready to manage traffic coming from outside Amazon.
Use it when:
- Amazon CPCs are rising.
- Your product has strong visual appeal.
- You want off-Amazon discovery.
- You have a DTC site or landing page.
- Product margin supports external traffic.
- You can measure Amazon lift.
- You want to diversify beyond Amazon Ads.
- You want external discovery to complement your Amazon SEO and marketplace advertising strategy.
Benefits of Google Shopping for Amazon Sellers
Google Shopping gives Amazon sellers another way to reach shoppers before they begin searching inside Amazon. The value is greatest when the brand has a reliable feed, strong visuals, sufficient margin, compliant landing pages, and a clear measurement plan.
| Benefit | Why it helps |
|---|---|
| External product discovery | Reaches shoppers across Google during early research and comparison |
| Less dependence on Amazon search | Adds a demand source outside Amazonโs auction |
| Product-demand testing | Shows which products, prices, images, and messages attract interest |
| Landing-page learning | Reveals how shoppers engage before choosing Amazon |
| Remarketing and audience learning | Builds useful Google-side behavioral signals for future campaigns |
| Potential Amazon-side lift | May support additional sessions, branded searches, and sales |
| Channel diversification | Reduces reliance on one advertising platform |
These benefits are not automatic. They depend on feed quality, landing-page relevance, campaign economics, and whether the traffic leads to meaningful activity on Amazon.
Common Mistakes to Avoid
The biggest mistake is using Google Shopping just to send traffic straight to Amazon listings. This strategy requires good feed quality, compliance, tracking, and measurement on Amazon's side.
Avoid these mistakes:
- Sending Shopping traffic directly to Amazon without a verified merchant website, compliant landing page, clear tracking, or matching product information
- Using weak product feed titles
- Ignoring Merchant Center disapprovals
- Sending traffic to a slow landing page
- Tracking only Google clicks
- Ignoring Amazon sales impact
- Running Performance Max without feed segmentation
- Ignoring margin and inventory
- Treating Google Shopping as a replacement for Amazon Ads
A direct-to-Amazon setup can create problems for third-party sellers because they generally cannot verify or claim Amazonโs domain as their owned merchant website. It may also lead to landing-page mismatches, Merchant Center disapprovals, limited tracking, and reduced control over the shopperโs pre-Amazon experience.
A verified merchant site and a compliant landing page create a clearer path from the feed, through the advertisement, to the final Buy on Amazon action.
When Should You Get Expert Help?
Outside support may be useful when your team cannot connect Google Shopping feeds, Merchant Center compliance, landing pages, Amazon Attribution, GA4, and Amazon-side reporting.
For managed support, work with an Amazon advertising agency that evaluates both Google performance and overall Amazon growth, rather than reporting Google clicks in isolation.
You may need help if:
- Merchant Center disapprovals are blocking campaigns.
- Tracking is unclear.
- Google clicks aren't translating into Amazon lift.
- Feed segmentation is weak.
- Landing pages are not converting.
- Amazon Ads and Google Ads are managed separately.
- ACoS and TACoS are hard to connect.
- Your team lacks time or technical setup support.
Conclusion: Use Google Shopping to Support Amazon, Not Replace It
Amazon Google Shopping Ads can help brands reach shoppers earlier, diversify traffic sources, and drive Amazon sales. But the setup needs to be compliant and measurable for the strategy to work.
Brands need a strong product feed, a healthy Google Merchant Center setup, a fast landing page, a clear Buy on Amazon path, and tracking across GA4, Amazon Attribution, and Amazon-side signals.
Google Shopping should not replace Amazon Ads. It should work alongside Amazon Ads as an external demand layer that supports discovery, testing, and incremental growth.
When both channels are connected, brands can make better decisions about CPC, ROAS, ACoS, TACoS, and the total impact on Amazon sales.
Book a 1:1 growth call with SalesDuo.
Amazon Google Shopping Ads FAQ
Can you use Google Shopping Ads for Amazon products?
Yes. Sellers can advertise products they also sell on Amazon. Still, the usual setup requires a Merchant Center, an accurate feed, a verified merchant website, compliant landing pages, Google Ads, and a clear method for measuring Amazon-side results.
Can Google Shopping Ads link directly to Amazon listings?
Direct-to-Amazon is generally neither the standard nor the safest Google Shopping setup for third-party sellers. Merchant Center normally expects merchants to verify their own website and submit a compliant product landing page that matches the feed. Sellers usually send traffic to an owned product page and provide a clear Buy on Amazon option from there.
What is the difference between Google Shopping and Amazon Product Ads?
Google Shopping reaches shoppers across Google before they reach Amazon, whereas Amazon Sponsored Products reach shoppers on Amazon search and product pages.
Google Shopping Ads or Amazon Sponsored Products: which is better?
Neither is universally better. Google Shopping supports external discovery and reaches shoppers before they enter Amazon. Sponsored Products capture higher-intent shoppers already browsing Amazon. Many sellers use both, with separate objectives and measurement plans.
Is Amazon on Google Shopping right now?
Amazonโs participation changes by country and campaign period. Reports showed a withdrawal in July 2025 and a return in some international markets in August 2025. Check current auction insights rather than assuming Amazon is consistently active or absent.
What changed when Amazon left Google Shopping?
Amazon reportedly withdrew from Google Shopping placements in late July 2025, which changed auction pressure, visibility, impression share, and CPC conditions for other advertisers. Subsequent reporting indicated that Amazon resumed activity in some international markets in August 2025, while US participation remained distinct at that stage.
What are the benefits of Google Shopping for Amazon sellers?
Benefits can include external discovery, reduced dependence on Amazon search, product-demand testing, landing-page insight, Google-side audience learning, and potential Amazon sessions and sales lift.
Do I need a landing page for Google Shopping Ads?
Yes, a compliant landing page or an owned-site experience is typically required to meet Google Shopping requirements and to guide shoppers toward Amazon.
How do I track Google Shopping traffic to Amazon?
Use GA4 for landing page engagement, GCLID for Google click tracking, Amazon Attribution where available, Brand Analytics for Amazon-side signals, and modeling for incremental lift.
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.
